As part of a comprehensive rebranding effort after the merger with Continental Airlines, United Airlines needed to align its identity across the globe and for the 65,000 customer-facing employees. A cornerstone of this effort was the uniform rebranding for every workgroup that represented the new brand image. 

Every level of employee at United, as well as at Cintas, was involved—from the C-suite to the airplane mechanics. This effort required aligning the overall brand strategy with product development, as well as creating marketing assets and executing global fittings to create excitement. The new uniforms not only enhanced brand consistency but also served as a critical element in strengthening the airline's global marketing strategy and employee engagement.

All this resulted in:

• 100% increase in Cintas launch revenue

• $70M contract extension

• Reduction in product liability