Digital Signage System
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 developed a custom digital signage content management system to power a network of over 100 screens and six large-format LED displays across multiple buildings and global offices. Off-the-shelf signage solutions 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 data feeds, and continuous 24/7 playback with strict brand consistency and performance optimization.
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.
The Corporate Communications team needed a centralized system to control, curate, and schedule content across this growing digital 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.
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.
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: LED walls ran on high-performance PCs, while smaller displays relied on lightweight embedded devices—demanding a dual-architecture approach to preserve visual quality and interactivity across environments.
Solution & Implementation
The solution was built on a highly customized WordPress platform, chosen for its reliability, extensibility, and proven track record with internal tools. The admin interface was redesigned end-to-end to create a purpose-built content experience tailored to editors and corporate communicators.
- Custom types & themes: Structured support for full-screen images, looping videos, live data feeds, and performance dashboards.
- Bespoke plugins: Advanced scheduling and playback control (by time, location, or screen type), data integrations to internal APIs, and automated content delivery/optimization.
- “News grid” layout: Coordinated regions capable of multiple simultaneous video streams and animations, with smooth transitions and brand-safe motion.
- Dual-architecture delivery: Optimized pipelines for both PC-driven LED walls and lower-power embedded players, ensuring consistent fidelity and frame pacing.
Despite the complexity under the hood, the editorial experience remained intuitive and fast, enabling non-technical users to launch and manage content with confidence.
Results & Impact
- Unified control: The communications team manages every display from a single, streamlined dashboard—scheduling campaigns, swapping content, and triggering live updates.
- 24/7 reliability: Continuous operation with minimal downtime, handling HD video, data visualizations, and motion graphics concurrently.
- Brand consistency at scale: Smooth transitions and templated motion ensure a cohesive visual language across hardware profiles.
- Showcase installations: Large-format LED walls became campus landmarks, greeting guests and energizing employee spaces with dynamic content.
- Foundation for growth: The CMS continues to support expansion to additional hubs and offices, demonstrating long-term adaptability.
Role & Responsibilities
- Platform architecture & development: Designed and built a custom WordPress-based CMS to manage hundreds of screens and content types.
- Custom plugin engineering: Scheduling/playback automation and integrations with live data APIs for dynamic content.
- Admin UX design: Reimagined WordPress admin into a focused, brand-specific control center optimized for editor workflow.
- Performance optimization: Caching, asset delivery, and media tuning to support multiple concurrent video streams and animations—even on embedded devices.
- Cross-team collaboration: Worked with Corporate Communications, IT, and Facilities to align technical capabilities with brand and operational goals.