United Airlines × Wrexham AFC Special Edition Amenity Kits
A limited-edition amenity kit collection celebrating United Airlines’ partnership with Wrexham AFC, developed in collaboration with Maximum Effort.
Context
Following United Airlines’ sponsorship of Wrexham AFC, WESSCO was commissioned to develop a special edition Polaris and Premium Plus amenity kit collection celebrating the partnership. The program formed part of United’s broader brand campaign surrounding the club and its growing international profile.
As Design Lead, I directed the creative development of the collection, working closely with United Airlines to ensure every design aligned with the campaign and Wrexham brand guidelines. All concepts were reviewed and approved by Ryan Reynolds’ Maximum Effort agency, through United, before production.
Challenge
The collection needed to capture the character of Wrexham AFC while remaining recognisably United Airlines. Rather than producing simple co-branded merchandise, the kits needed to feel premium, collectible, and authentic to both brands.
The project also required working within established airline production timelines while navigating licensed approvals across multiple stakeholders.
Our Approach
Celebrating the Partnership
The collection was designed to celebrate United’s partnership with Wrexham through exclusive graphics, colourways, and storytelling that reflected the club’s identity without compromising United’s premium cabin aesthetic.
Designing for Collectibility
The bags were conceived as limited-edition keepsakes rather than disposable amenity kits. Each design was developed to encourage passengers to retain the product long after their journey.
Navigating Licensed Approvals
Throughout development, concepts were routed through United for Maximum Effort’s review and approval. Feedback from the agency informed refinements to ensure the final collection remained true to the Wrexham brand and campaign direction.
Development and Production
Working with WESSCO’s sourcing teams and manufacturing partners, the collection progressed through artwork development, sampling, material refinement, and production to meet United’s launch schedule.
The Work
Creative development of limited-edition Polaris and Premium Plus amenity kits.
Co-branded design celebrating United Airlines’ partnership with Wrexham AFC.
Artwork development aligned with Wrexham AFC and United Airlines brand guidelines.
Presentation of concepts through United for Maximum Effort’s creative review and approval.
Sampling, production refinement, and manufacturing coordination.
Preparation of launch-ready artwork and production assets.
