Toronto Pearson Airport
Canada's global aviation hub expressed through digital-first brand execution and thoughtfully timed seasonal campaigns.
Project Overview
As one of Toronto Pearson Airport's creative partners, we work closely with the internal team to bring the brand to life across campaigns, digital communications, events, and corporate materials. It is work with extraordinary visibility, experienced every day by travellers moving through Canada's largest airport.
Campaigns are a significant part of the relationship, giving us the opportunity to build on Pearson's established identity with new creative ideas tied to seasons, initiatives, and moments in the travel calendar. Across the wider body of work, the same foundation needs to serve everything from highly visible public communications to more detailed, information-rich materials.
The Challenge
An airport is a fast-moving environment where communication needs to work quickly and clearly. Travellers are navigating terminals, checking flight information, moving through security, and encountering messages throughout their journey. Some communications have only seconds to register; others need to inform, engage, or invite a closer look. Understanding the context in which someone will encounter the work is fundamental to how we design it.
Our Approach
The Pearson brand provides the foundation, but every assignment starts with its purpose, audience, and environment.
Campaigns That Meet the Moment
Seasonal and thematic campaigns give us greater creative freedom to reinterpret the Pearson brand around a particular moment. From peak travel periods and holidays to airport initiatives, we develop concepts that introduce new imagery, messaging, graphic treatments, and motion while maintaining a clear connection to Pearson.
Designing for Attention
Across Pearson's extensive network of terminal screens, messages often have only seconds to register. Motion helps capture travellers' attention in an already distracting environment, while pacing, hierarchy, and scale help communicate an idea clearly as people move through the terminal.
Giving Information Structure
Reports, presentations, event materials, and internal communications require a different approach. We work through the content to establish hierarchy and visual organisation, using information design to make detailed material clear, accessible, and easier to navigate.
Outcome
The breadth of our relationship with Pearson gives us the opportunity to solve very different communication problems within one organisation. Whether creating a campaign seen throughout the terminals or structuring a detailed report, the work is shaped by where it will live, what it needs to do, and the people it needs to reach.