Hartsfield-Jackson Atlanta International Airport (HJAIA) is the World’s busiest airport, accommodating over 90 million passengers each year and nearly one million flights. With so many visitors HJAIA wanted to upgrade their communications to their visitors as a part of the strategic plan. It was determined that HJAIA could benefit from increasing patron awareness and usage of the airport’s offerings, facilities and concessions.

The Brief:

Sojo, Inc. (Sojo) was asked to rejuvenate the brand's identity through a brochure that would make the brand more relevant to a new generation of global travelers. To do so, Sojo needed to leverage the brand's many positive equities, reflect the evolving mission of the airport and express its refocused vision for the future while ensuring the new identity effectively represented all aspects of the brand's universe: i.e., the ease and ability to shop, dine and explore while at the airport.

The Challenge

In addition to reviving the design, the brochure re-launch objectives included bringing a more indulgent and high-quality look to the brand, creating more appetite appeal (with ingredient shots), and strengthening the many concessionaires various brands and offerings at the airport. The new brochure also captures the strength and multi dimensional growth of the airport to a more sophisticated, contemporary look; while dramatizing the organization's focus and mission. The brightly-hued color palette reflects the vibrancy of the airport as it continually connects lives.

The Solution

Sojo’s solution clearly communicates the first-class qualities of the brand. The new design presents a dynamic graphic treatment combined to create an on-shelf presence that has taken Hartsfield-Jackson Atlanta International Airport into an exciting new global stage.

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