达美航空
从濒临破产，变为美国最受赞誉的航空公司
It’s hard to imagine that less than a decade ago, Delta Air Lines was a company dealing with seemingly insurmountable economic challenges.
In a turbulent post-9/11 economy, the airline was grappling with record-high fuel prices, a takeover attempt, and nearly 18 months of bankruptcy.
Just as Delta was facing economic challenges, so, too, were its customers. The market downturn meant every dollar mattered, and the typical passenger experience was often underwhelming and out-of-date. New experiences that were improving other industries weren’t flowing through into air travel.
Delta management understood that incremental organizational improvements would not be enough to turn the business around. 他们更倾向于和Lippincott合作，从而指引其开启新篇章：motivating 80,000 employees worldwide around a new shared vision and laying the foundation for a world-class airline.
Putting customers first
Our work centered around a future customer journey, anchored by the commitment to “make flying better.”We worked with Delta to develop a simple, ambitious purpose statement that could pull the company out of its current struggles and inspire a lifetime of growth, then brought the ambition to life. We emboldened Delta’s visual expression with a powerful red symbol and supergraphic. 全新标识一夜之间就被呈现在飞机上，以及各大候机楼。
Setting a new standard
我们与达美航空管理层合作，成功打造了端对端的客户体验愿景。Customer research informed our insights and helped leaders prioritize investments in the customer journey. 我们共同的愿景包括精心设计的航站楼环境，以及重新诠释的飞行体验，辅以人性化设施，以及机上Wi-Fi、Fly Delta应用程序等先进技术。The improvements were architected to help customers save time and enhance time. For example, for business travelers, who represent a large share of Delta’s revenue, we saved time by streamlining the check-in process and enhanced time by modernizing the Delta Sky Club.
We left no touchpoint unturned. Could we turn the gate into a destination of its own? Could we surprise customers with a free snack cart for cancelled flights? Could we make the in-flight entertainment something passengers look forward to? 如今看来，这些客户体验大多司空见惯，说是标配也不为过。But a decade ago, their arrival forever changed the industry.
为了实现这一愿景，我们调动达美航空全体员工参与其中，为他们提供培训，帮助他们按照关键服务规范传递达美航空的品牌内涵。
“很荣幸能和达美航空及其创意机构合作，让我们的设计和体验策略得以如此完美地呈现。”
我们与达美航空管理层合作，成功打造了端对端的客户体验愿景。我们共同的愿景包括精心设计的航站楼环境，以及重新诠释的飞行体验，辅以人性化设施，以及机上Wi-Fi、Fly Delta应用程序等先进技术。为了实现这一愿景，我们调动达美航空全体员工参与其中，为他们提供培训，帮助他们按照关键服务规范传递达美航空的品牌内涵。
A timeless brand gets a confident new beginning
Spurred by industry-leading innovations and a new service standard, Delta bounced back.
In 2007, Delta ranked third third among its airline peers on the Fortune 500. Three years later, it was first. 2015年，达美航空宣布实现近410亿美元营收，较上一年增长6%。Serving more than 180 million passengers every year, Delta continues to build off the brand vision we created together and remain an undisputed leader in both profitability and passenger satisfaction.
