Art’s Impact on Branding and the Traveler Experience with SueSan Chen

Dot Dot Dot: The NINE dot ARTS Podcast
Episode 57

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United Airlines recently opened two new member clubs at Denver International Airport (DEN) – one of which is the largest in the United Airlines network. And beyond their modern design, elevated amenities, and sustainable features, the clubs also showcase a range of eye-catching artworks made primarily by Colorado artists. In this podcast episode, United Airlines’ Senior Brand Manager SueSan Chen dives deep into the art selection process for the clubs, highlighting how the company infused their brand into the process while honoring artists’ creative agency. SueSan and host Martha McGee discuss the making of several stand-out installations, commending each artist for telling their own unique story through their creations, meanwhile reflecting the overarching club theme and supporting United Airlines’ rebranding efforts. Plus, they discuss the evolution of brands over time and how United Airlines’ ongoing transformation – what SueSan calls a “brand journey” – is supporting changing traveler patterns and preferences. Tune in to the episode to be inspired by this collaborative project and be sure to visit the clubs during your next stop at Denver International Airport!

Artwork (top to bottom) by Will Schlough, Thomas Evans (Detour), and Jaime Molina + Pedro Barrios (The Worst Crew) at United Airlines B East Club at Denver International Airport. Photography Credit: United Airlines

Discussed in the Episode: 
United Airlines
Denver International Airport
United Opens Two New Clubs in Denver, Including Its Largest Club in the World
Artist Marco Magaña
Artist Danielle SeeWalker
Artist Will Schlough’s VERT – Hanging Pine Cone Installation
Artist Jaime Molina
Artist Pedro Barrios
Artist Amy Hoagland
Artist Andy Burnum
Artist Ashley Frazier’s ABOVE/BELOW Glass Installation
Artist Ashley Frazier’s Paint AI Series
Artist Evan Anderman
SueSan Chen on LinkedIn


About SueSan Chen:
SueSan Chen (they/them) is a Senior Manager on the Brand team at United Airlines. In their role overseeing design strategy for branded environments, they partner with artistic teams like NINE dot ARTS to amplify local, underrepresented voices in the communities United Airlines serves. In 2022, SueSan was featured in the Empower Future Leaders Role Model List for their work in creating inclusive, accessible, and sustainable spaces both in aircrafts and on the ground. Outside of work, SueSan is also an artist and their work has been featured at Woman Made Gallery in Chicago. Originally from Columbus, Ohio, SueSan has been a Chicago resident since completing a BS and MS at Northwestern University in Engineering Design Innovation.


About Dot Dot Dot: The NINE dot ARTS Podcast
Dot Dot Dot is the continuing conversation around art and placemaking in the built environment. Hosted by NINE dot ARTS CEO Martha McGee, episodes explore art, culture, community, and more with a range of reputable business leaders. Tune in biweekly to learn how an original art experience can boost your business and make a social impact. Episodes are available wherever you get your podcasts!