Digital Signage System

WordPress
TypeScript
JavaScript
HTML
CSS

Built and maintained a high-visibility digital signage platform serving thousands of displays across the enterprise.

Digital Signage CMS for American Airlines

As part of American Airlines' new corporate campus initiative, I designed and built a custom digital signage content management system to power a network of 100+ screens and six large-format LED displays across multiple buildings and global offices. Off-the-shelf signage platforms couldn't meet the need for creative flexibility, real-time data integration, and centralized control—so I built one from the ground up. Using a heavily customized WordPress foundation, the platform lets Corporate Communications schedule, manage, and animate content seamlessly across devices—from small embedded screens to massive LED walls— supporting HD video, live API-driven data feeds, and continuous 24/7 playback with strict brand consistency and performance optimization.

Live data visualizations on large-format displays. Real-time operational and performance data streamed from internal APIs and rendered as readable, animated visualizations—designed to remain legible and meaningful even at architectural scale.

Overview

The campus deployment combined high-impact LED walls with a wide network of smaller information screens. The goal was to deliver immersive multimedia, real-time updates, and location-relevant communications while maintaining a cohesive visual language and reliable, always-on performance.

The end result was a purpose-built CMS and delivery pipeline optimized for diverse hardware profiles—designed so non-technical editors could launch and manage content confidently without engineering involvement.

Requirements & Challenges

When American Airlines opened its new corporate campus, it created an opportunity to reimagine employee engagement through real-time data, immersive multimedia, and large-scale digital experiences. The buildings were equipped with a network of information screens and several large-format LED displays—high-impact visual canvases designed to bring culture and communications to life.

Adaptive data presentation on embedded displays. The same real-time data feeds were reflowed and optimized for lower-power embedded devices, preserving clarity and performance while adapting layouts, animation density, and refresh behavior.

The Corporate Communications team needed a centralized system to control, curate, and schedule content across this growing ecosystem. Existing signage products offered useful features, but not the level of customization, scalability, and creative flexibility required. A bespoke CMS was necessary—capable of managing hundreds of displays, accommodating diverse hardware, and delivering dynamic, brand-consistent content 24/7.

Key challenges

  • Centralized control at scale: One system to manage campaigns, schedules, and updates across many screens and locations.
  • Hardware diversity: High-performance PCs for LED walls vs. lightweight embedded devices for smaller displays—requiring different delivery strategies.
  • Always-on reliability: Continuous 24/7 playback with smooth transitions between video, animation, and live data.
  • Creative flexibility with brand safety: Motion and layout needed to feel dynamic while staying consistent and brand-correct.

Six large-format LED displays—each roughly the size of a shipping container —were installed across the campus, including a centerpiece at the main entrance. These displays welcome visitors and keep employees informed with motion graphics, streaming video, and real-time data visualizations. They needed to operate continuously and transition smoothly between media types while maintaining brand fidelity.

Brand-safe motion across large-format LED walls. Smooth, hardware-aware transitions between full-screen video, motion graphics, and live content ensured visual continuity across massive LED displays—without dropped frames or visible tearing during 24/7 playback.

Beyond the headline displays, a network of 100+ smaller screens was deployed throughout the campus, with hundreds more in hubs and offices worldwide. These localized screens deliver real-time updates, performance metrics, and employee communications tailored to each location. Hardware diversity was a major challenge—demanding a dual-architecture approach to preserve visual quality and frame pacing across environments.