In 2000, UAL New Ventures created a start-up that sold fractional ownership for private corporate jets. They named the new venture “Avolar” from the Latin for “to fly.” They retained us to build them a basic brand website so they could begin the process of selling fractional shares and recruiting pilots.

The first thing we did was recruit a group of CEOs who already had or were considering buying fractional jet shares. We went in thinking like many that flying by private jet is a C-level perk and a flex, like the corner office or the executive dining room. But we learned that CEOs consider flying private a huge productivity tool, that reduces flight delays and cancellations, having to deal with crowded airports, and airline schedules. Yet the privilege and luxury of flying private cannot be denied.

We developed a strategy where we would talk about efficiency and productivity, and show luxury.

We built them a website and other collateral assets for recruitment events. we also helped them design their livery (the designs on the outside of the aircraft), as they already had started building out their fleet.

Sadly for Avolar, the new brand found itself in the perfect storm—the stock market “dot-com” crash and the events of Sept. 11, 2001, which directly involved one of United’s planes—United Flight 93 which crashed into the Pentagon. UAL’s stock took a beating, and UAL New Ventures was disbanded along with all of its projects. Avolar was grounded before it had it first maiden flight.