Project

SFO – San Francisco, CA

San Francisco International Airport (SFO), one of the busiest airports in the United States and a major international gateway to/from the Bay Area and Northern California, required extensive environmental graphic design and wayfinding work. A standards manual was developed to bring continuity to generations of passenger information and signage that had evolved inconsistently over the airport’s history, covering all aspects from logos to communication materials with the primary focus on realigning diverse touchpoints into a unified presentation of the existing brand. Major undertakings included leading the design for critical wayfinding programs such as the terminal re-naming system, signage standards, AirTrain activation for the airport’s automated people mover system, and Terminal 2 renovation signage, each requiring coordination with architects, airport operations, and airline partners.

A pilot interactive kiosk program and dynamic digital signage systems were developed that provide real-time flight information, directions, and airport services information to passengers. Beyond major infrastructure projects, specialized design needs were handled including airline signage standards, balancing airline branding requirements with overall airport wayfinding clarity to ensure passengers could easily locate their gates while allowing airlines to maintain their corporate identities. Throughout all projects, the focus remained on creating passenger-centered solutions that improved the airport experience while meeting operational requirements and maintaining aesthetic quality appropriate for an international gateway airport.

Services Provided

• Interactive wayfinding kiosk design — user interface and user experience
• Location-aware touchscreen content design
• AirTrain on-platform dynamic display design
• Checkpoint wait time dynamic display design
• Airport-wide static informational displays (digital and print)
• Domestic concessions wayfinding and informational signage program
• Temporary construction wayfinding signage
• Blade sign program with dimmable lighting
• International Terminal wayfinding overhaul
• Terminal renaming signage
• Long-term parking and BART connection signage
• AirTrain opening promotional program
• Signage standards development
• Brand identity alignment across all passenger touchpoints
• Third-party platform coordination and programming support