Newark Liberty Terminal A
As one of just three 5‑star rated airport terminals in the entire U.S., and one of only two to receive the aviation industry’s Best New Terminal award, Newark Liberty International Airport Terminal A looked to develop a brand that would stand out in one of the world’s busiest markets and put New Jersey on the map as a destination in its own right.
Brett and his team listened to our challenges, opinions, and input and came back with solutions that weren’t just thoughtful — but engaging, exciting, and clever.
Airport terminals don’t directly compete with one another, but good branding creates opportunities to craft unique travel experiences, adds operational value for airline and retail tenants, enhances the reputation of the airport, and magnifies the influence of the destination.
Editorially, the goal was to play up the energy, attitude, and humanity of New Jersey. We started with a brand strategy that established the terminal’s core attributes of Proud, Considerate, Communal, and Optimistic.
In addition to designing and writing the website and other communications, we also prioritized the integration of the branding into the award-winning terminal environment. Installations range from playful to practical with the new brand assets providing plenty of flexibility in their application.
The entire program is codified in a brand guideline document that provides details, dos, and don’ts for the implementation of the new brand identity system.
