United Airlines is a global airline headquartered in Chicago. With domestic and international flight routes, they serve millions of passengers on every continent. Since the spring of 2020, Inigo has worked with United’s Department of Airport Safety and Compliance, which seeks to ensure the safety of all passengers and employees by communicating safety standards, identifying and mitigating potential hazards and overseeing employee compliance on the ground and in the air.   

United returned to Inigo in the spring of 2021 with the following goals:  

  • Create a versatile mascot personality to represent AO Safety and provide positive reinforcement for safe behavior on the job.  

  • Ensure that the mascot is an equitable representation of the diversity of United’s employees.  

  • Increase AO Safety’s following and engagement on Twitter through creative copy and visual content. 

To help United authentically connect with their employees, Inigo developed a mascot research brief, mascot brand guide and four introductory posts for social media. The deliverables convey safety standards for those working below-the-wing in a friendly, encouraging and welcoming manner. By the end of the spring 2021 semester, Inigo provided United Airlines with the materials they needed to introduce and implement the mascot.