Wheels Up
IPO-Stage Aviation Brand • 2021–2023
Led UI and visual systems for a luxury aviation brand through its IPO, across web, mobile, email, social, and even the ground crew’s vehicles.
One brand, every channel
Wheels Up was growing fast and moving through its IPO. As Lead Designer, I turned brand strategy into visual systems that marketing, social, email, and operations teams could use without a designer on every asset.
- RoleSenior Visual Designer (Lead Designer)
- StagePre- and post-IPO growth
- ChannelsWeb, mobile, social, email, ground operations
- Worked withMarketing, social, PR, operations, email developers
Move fast through an IPO without losing brand quality.
- Campaigns had to ship quickly across every channel
- The visual system had to scale from phones to vehicles
- Non-design teams needed templates they could use on their own
A shared visual language
Social content system
Modular posts and stories with consistent framing and subtle motion, so teams could launch campaigns without reinventing the layout each time.
Email framework
A flexible email system for mobile and desktop, built for clarity, accessibility, and fast production.
Beyond the screen
Operational brand extensions
The system extended to ground-crew vehicle graphics, so the brand felt the same on the tarmac as it did on a phone.
Templates non-designers could trust
Instead of one-off assets, I designed modular templates with defined hierarchy, spacing, and content zones, so marketing, social, and production teams could produce on-brand work on their own.
- Templates succeed when they solve real workflow problems
- Visual systems live in behavioral context, not just aesthetic context
- A design system has to work for non-designers too