United | Naming Project

The Ask: United approached One North to name a new pilot app. In order to schedule hours, manage flights, and other admit needs, United pilots needed a new app to consolidate all those tasks. But first, a name.

The Approach: We met with United staff and a collection of pilots to understand the United brand and how the app would become a useful tool. We heard about what directions felt silly, which felt weird, and workshopped some names from there. Each name we presented or the United team offered had an accompanying rationale and USPTO initial trademark review. Throughout this naming project, we wanted to make sure we didn't submit a name that was going to lead to legal trouble for United.

The Result: After a few rounds the United team decided on Alta. Latin for elevated—connoting the kind of experience the app seeks to deliver. A short, punchy real word that won’t be confused with pilot terminology. Once that was decided, the One North team moved to designing the app.

The Win: We came to these discussions prepared. We learned basic pilot terms to not confuse the app with a pilot's direction. We learned the history of aviation and United Airlines. And we came with receipts—making sure to eliminate names that could lead to legal trouble for United.