United Airlines: Global Services Look Book
The Look book
Global Services is United Airline's premier customer experience. With the new uniform rolling out, Global Services wanted a fashion-inspired guidelines book to hand out with the new uniforms.
Wayne Slezak + Sara Mays
Instead of being corporate and demanding with our uniform standards guide, we wanted to approach the look book as a guide book on how to style your uniform. We looked to fashion magazines and business-professional fashion brands for inspiration.
I started by taking inventory of all the pieces and outfit combinations that needed to be shot. I then started sketching to organize how these could be laid out based on our inspirational mood board. I worked with our client and my art director to create a shot list.
One photographer, two art directors, two hair + make-up specialists, four clients, a handful of models, and the uniform designer. For my first photoshoot at United Airlines, I was in for an incredible learning experience.
Since company rules say that any person photographed in uniform must be an employee, we were able to use actual employees rather than models. While models could be easier to art direct, it was incredible to see the character, confidence, and pride shine through in our hardest working employees.