Today marks the first public appearance of Delta Air Lines’ brand-new uniform collection, designed and crafted by world-renowned fashion designer Zac Posen and global retailer Lands’ End.
While the redesign process began nearly three years ago, MSP-C came into the picture in 2017 when called upon by Delta to bring the uniform collection to life through two employee Style Guides—detailed branding tools and how-to publications core to the process of showcasing the collection, as well as the new wearing guidelines for the 60,000 employees that would be receiving the new uniforms.
Two books focused on separate employee groups:
- Above Wing: Uniforms designed by leading New York fashion designer Zac Posen for customer-facing employees
- Below Wing: Inspired by Posen’s design, uniforms for noncustomer-facing employees—technical operations, ramp and cargo employees—created by Lands’ End
“Delta’s commitment to their employees was abundantly clear during this seven-month process,” says Jayne Haugen Olson, Senior Vice President of Owned Media for MSP Communications (MSP-C’s parent company). “These aren’t meant to be ‘don’t’ guides. Instead, they are ‘do’ guides, featuring real Delta employees and containing a breadth of information that not only outlines uniform requirements, but supports employees’ health, wellness and safety with useful tips and advice.”
For the past 10 years, MSP-C has worked with Delta to publish Sky—Delta's in-flight magazine with 6 million monthly readers—so producing the airline’s Style Guides was a natural fit.
Stay up-to-date on the latest content marketing trends and insights by subscribing to MSP‑C's What’s Next Now newsletter and following us on LinkedIn.