For Envoy, a wholly owned subsidiary of American Airlines, we developed messaging (including a new tagline), designed a new website, and created a social media strategy.


Creating a message that would attract new pilot hires in a competitive market.


  • Messaging that appealed to younger pilots (their target market), such as the incredible travel privileges employees of the American Airlines Group enjoy
  • A new website that featured new messaging and photos illustrating excellent benefits offered by the company
  • A new tagline: “Where Journeys Take Flight”
  • A social media strategy that targeted the company’s key audience