PROJECT DESCRIPTION

In 2016 Toronto Pearson Airport developed “I AM TORONTO PEARSON” (IATP) to serve its community of over 50,000 employees. Beginning in 2020, the Covid-19 pandemic took a toll on Pearson's business, reputation, and employee moral. Pearson ultimately wanted to revitalize its diminished workforce and reputation among employees by investing in its employee community. To achieve its new goals, IATP needed to refocus on the people it represents, instead of travellers.

With over 50,000 people, this community was the size of a small city and it needed a "We The North" rallying cry. We believed that by making airport employees the focus of IATP's brand identity, Pearson could tap into the pride already felt among workers. The idea was that IATP could celebrate its employee community by capturing joy in the workplace while elevating jobs through grandiose metaphors. This would demonstrate Pearson's appreciation for their employees and inspire even more pride in the workplace among workers and future applicants.

What we crafted for Pearson was a visual system identity that re-frames and empowers the employee as a “resilient hero”. Its taglines are written in a custom-made type based on the Pearson’s gate and baggage signs.

PROJECT INFORMATION

Entry Type: Series / Campaign Entry

Channel: Cross-Media

Primary Role of the Designer: Designer as brand steward

Client Relationship: An in-house on-going relationship

Intention of the Project: Re-launch, redesign, or update of an existing product, service or program

Development Budget: More than $50,000

Production/Execution Budget: $30,001 - $100,000

Source of Funding: Client

Typefaces: Custom typeface by Joshua Duchesne

Paper:

Materials:

CREDIT INFORMATION

Creative Director: Erik Mohr, Joshua Duchesne

Art Director:

Designers: Joshua Duchesne, Megan Drummond, Christina Kim, Sara Morgado

Researchers:

Developers:

Copywriter:

Illustrator:

Photographer: Taha Maharuma, Daniel Neuhaus

Printer:

Producer:

Other Credits: Colin Clark - Videographer; Marikha Saira - Project Manager

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