Queenstown Airport is the gateway to southern New Zealand, and a vital component of the regional and national tourism industries. Having hosted more than 1.4 million visitors through the terminal last year, Queenstown Airport Corporation strives to deliver an efficient and operationally sound airport with world class facilities and an outstanding passenger experience that reflects the best the region has to offer. It was voted the ‘World’s Most Scenic Airport Landing’ in an annual poll conducted by international private jet booking service PrivateFly.
The project has three complex challenges, first and foremost to create a functional visual communication platform to facilitate the transit of passengers. It needs to be universally comprehensible to different audiences at all times; from marketing communications through to statutory signage. We know that with well conceived design we can guide people more efficiently, thereby making their journeys and experiences more enjoyable.
The second challenge is to generate an attractive visual identity using first reading level iconography, essentially moving away from the classic signage system and creating an innovative impact on the eye.
The third challenge is to future proof, catering for a constantly expanding airport. The new identity needs great flexibility and scalability so it can adapt to space, cost, regulatory and implementation requirements.
Working closely with the management team, the idea is to create a holistic system to guide passengers and provide effective wayfinding and comfort on their journeys.
The concept is “Making the invisible visible.” The idea comes from the fact that an airport is a place where you go from one point to another, creating invisible lines. These lines are inherently invisible but in Queenstown Airport we highlight them, making every detail clear and visible. This is one of the core values of the brand, essentially revolving around the comfort of the passengers.
The result is a graphic, symbolic, and functional experience using a flexible and scalable system based on three intuitive and friendly lines.
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