Philadelphia International Airport is more than a gateway — it’s a reflection of the city itself. Tasked with modernizing the brand, we set out to create an identity that honors PHL’s legacy while preparing it for the future. From research and strategy to design and campaign launch, this transformation captures the spirit, pride, and momentum of Philadelphia.
PHL: A New Brand for a World-Class Airport
Our Role
Research
Strategy
Branding
Advertising
Internal Communications
Experiential
The new PHL identity is bold, modern, and distinctly welcoming. An evolution of the airport’s iconic jet stream arc, the dynamic graphic element symbolizes movement and connection — capturing PHL’s role as a starting point for every journey while uniting PHL and PNE under one cohesive brand.
We conducted in-depth interviews with travelers, staff, and stakeholders to uncover perceptions and aspirations for PHL. This research informed the positioning: an airport that delivers world-class service with a distinctly Philadelphia character — authentic, proud, and traveler-focused at every step.
The new brand unites PHL and PNE within a single, flexible system that balances distinction with cohesion. Supported by a comprehensive guide, the identity provides clear standards for color, type, and graphics — ensuring the brand feels seamless across all touchpoints.
An inverted palette of deep and sky blues evokes both the open skies and PHL’s heritage as a global gateway, while a vibrant accent system reflects the energy of Philadelphia. The typeface Museo Sans, inspired by the city’s industrial strength, balances approachability with bold, consistent impact.
We introduced the new brand at PHL’s annual State of the Airport event, engaging both employees and the public. A coordinated rollout built excitement and ownership through launch videos produced with PEL Productions, internal communications, a launch website, and social media announcements.
The transformation was made tangible throughout the airport with new signage, digital screens, and wayfinding. Travelers encountered a refreshed environment that highlighted not only the new brand identity but also the amenities, services, and culture that make PHL unique.
The external campaign, anchored by the tagline “Good Things Start Here,” extended across out-of-home, social, and internal channels. It celebrated both PHL’s role as the starting point of every journey and its deep connection to the city — bold, optimistic, and unmistakably Philly.
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