LUTON AIRPORT
Helping a busy airport to embrace and express their difference.
Location
Luton, Uk
Sector
Infrastructure
What we did
Design, Brand, Strategy, Environment, Brand guardianship
We helped London Luton Airport to evolve their brand and communicate their difference. From stakeholder engagement to passenger-focussed activations, all touchpoints were considered.
The airport had heavily invested in improving the infrastructure of the airport but neglected celebrating the passenger experience. Internal departments will act in isolation to deliver different projects across the airport.
Placing the brand at the heart of the operations. The simplest and friendliest airport. This strategy acted as a compass for internal stakeholders and brought departments together to collaborate.
Using the existing brand elements as a foundation, the brand assets were developed and deployed across every touchpoint, providing a seamless experience for passengers, partners and internal stakeholders.
MOMENTS OF JOY
We created moments of joy across the journey. Opportunities to delight and surprise passengers, either through activations or strategic messaging.
In a busy and often stressful environment, we strategically created moments that will provide delight to passengers enhancing their experience.
INFORMATION STRATEGY
The simple and friendly vision guided the principles for creating the bespoke iconography and wayfinding guides. Ensuring the information is always clear and helpful. The passenger experience has been greatly improved as a result.
The complex nature of an airport requires information to be easily accessible by everybody, from non-English speakers to passengers that require Special Assistance. We developed the iconography and wayfinding principles to help passengers in their journey through the airport.
BRAND ARCHITECTURE
Each sub-brand carries a slightly different tone and expression. From play areas for children to premium parking, we have extended the brand to communicate different offerings whilst reinforcing the master brand.
We established the brand architecture and created the sub-identities for all the brands used at the airport. They vary from premium products to children-focused offerings requiring carefully consideration and balance on how the master brand and sub-brands are used and applied in harmony.
