In 2011, due to a downturn in the airline industry, American Airlines' parent company AMR Corporation filed for bankruptcy protection. In 2013, American Airlines merged with US Airways but kept the American Airlines name, as it was the better recognized brand internationally; the combination of the two airlines resulted in the creation of the largest airline in the United States, and ultimately the world.
Prior to beginning this design sprint, we had already created a basic style guide, that we called the foundation. This foundation loosely defined our typography, colors, icons, spacing and information architecture. The foundation proved essential for guiding our work in a unified direction while allowing room for us to individually explore creative design solutions. This way we felt that we were all working together, towards the same idea. Reviewing our collective work at the end of each day, we began to see patterns emerge. We course-corrected when necessary, and started defining our standardized components.
We’re currently making substantial investments in our technology platform and our brand marketing strategy to enable our next stage of high growth. To make these endeavors possible, we’re on the hunt for people who are passionate about solving tough problems and are excited about the opportunity take on highly visible roles that will have an immediate impact on our business.
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