BRAND VISION WORKSHOPS • NAMING • COPYWRITING • BRANDED ENVIRONMENTS • BRAND STRATEGY • BRAND IDENTITY • DIGITAL EXPERIENCES • RESEARCH • PACKAGE DESIGN • CAMPAIGNS
When Kansas City’s new airport debuted in 1972 (complete with a visit by VP Spiro Agnew), it was touted as the inauguration of “space-age” travel. Sadly, it quickly became outdated during what became the “hijack-age.” Retrofitted security additions wrecked the sleek lines and the once open spaces became cramped and unattractive. After September 11, 2001, it became even more bulwarked, and the need for rethinking our terminal system to offer air travelers a better Kansas City experience right out of the gate grew more urgent with each passing year.
Thankfully, in 2017, the construction of a new single airport terminal was approved. Willoughby was brought on to help the Kansas City Aviation department create a new brand for the construction of the terminal and associated communications with a focus on website, social and outdoor.
All around the world airport branding has become innovative, brave and beautiful, so we saw an opportunity to inject a little informative fun and energy into what will be the largest infrastructure project in our city’s history. The project is estimated to be complete in 2023.
Our design exploration process involves iterating and prototyping several different big ideas to test variables including color, typography, layout, illustrations and copy. These are a few examples of some early ideation.