Toronto Pearson Airport
Canada's global aviation hub expressed through digital-first brand execution and thoughtfully timed seasonal campaigns.
Client Relationship
As one of the airport’s primary creative partners, our responsibility is to uphold and apply the brand across digital environments throughout the terminals. This requires a strong command of the guidelines and a deep understanding of how the brand behaves in real spaces. The work is grounded in consistency, while remaining responsive to the pace and complexity of the airport.
Toronto Pearson welcomes millions of travellers each year, making brand consistency essential. The airport must convey large volumes of information clearly, often within seconds, across hundreds of screens and environments. For many visitors, this is the first and last creative impression of the city.
Brand touch points are everywhere, from arrivals to departures, security to gates. The challenge lies in scale, variety, and constant motion. The creative must feel dynamic and current, while remaining unmistakably Pearson. As design partners, our role is to ensure the brand holds together across diverse content needs, using the system with clarity even as messages change moment to moment.
Travel is rarely static, and the brand moves with it across every screen.
Peak periods bring crowded terminals, longer waits, and heightened attention to the environment. During these moments, brand expression plays an important role, offering engagement, clarity, and a sense of place. Content must feel timely, reflecting specific moments in the year without feeling fleeting.
Working within the system requires discipline and creativity in equal measure. The brand must stretch without losing its shape. Each execution balances freshness with familiarity, ensuring the experience feels considered, not repetitive.
Seasonal Campaigns
Seasonal campaigns introduce variation while staying anchored in the brand system. Visual expression shifts to reflect time, mood, and context, bringing relevance to each moment. These campaigns add warmth and energy to the terminals, helping the brand feel alive within a constantly changing setting.
The work supports Toronto Pearson Airport in many forms, with its most visible presence across an extensive network of digital screens. Motion graphics play a central role, capturing attention in high-traffic environments and adding rhythm to otherwise functional moments. Beyond public-facing content, the scope extends to internal communications, staff campaigns, presentations, and reports, where the brand must perform with the same clarity and care.
Over time, our relationship has grown into one of close collaboration. Our work functions as an extension of the internal team, guided by shared standards. The scale is significant and the pace is constant. Through it all, the focus remains the same: a brand applied with intention and experienced seamlessly by everyone passing through.