Organizational performance is highly influenced by how employees envision the future. To date, many scholars have emphasized the importance of an overarching future vision that unites all stakeholders, while acknowledging the presence of divergent perspectives among members. This variety in perspectives may be further complicated in organizations undergoing great stress and where the leadership has not defined and promoted a future vision to guide the content of the images of its members. Little study has explored the various types of future organizational images that exist or the nature of those images. We explore these concerns via a case study of an airline in the midst of a dramatic fight for survival. The findings both confirm the existence of multiple views for the company's future and delineate their general characteristics through a typology of imagery. We conclude with a language to use to differentiate those images for future research and offer practical implications for managing multiple future organizational images to mobilize energy and enhance performance in a more unified direction.