Industry Level Brand Activation
Creative Direction | Concept Development | Branding
As the 2026 hosts of the ACI-NA Annual Conference, it was important that the Philadelphia International Airport had an impactful presence at the 2025 conference. Having just completed a brand refresh, this was also an opportunity to introduce a new look and feel for the airport, and create a greater connection between the airport and the city of Philadelphia.
This is the concept rendering the team was working on when I joined the project. One problem we needed to address was having a more defined sense of place.
By using Philly rooftop bar examples to better define our sense of place and providing more specific direction in how to apply the examples we were able to achieve a better final result.
There were three main goals for this project: Present the PHL Brand Refresh within the Aviation Industry, Connect the Brand to Philadelphia, and Get Conference-goers Excited for PHL to host the 2026 Conference.
The Results: Beautifully displayed brand refresh elements - bold display of the PHL logo, TV’s rotating through informative slides & the brand awareness campaign spot, and marketing materials with a CTA to learn more about the new branding. A clearly defined sense of place that presented the PHL brand as synonymous with Philadelphia - an impactful city skyline backdrop, brick exteriors with displayed local artwork (directly from PHL), and a Philly themed cocktail. Conference-goers continuously expressed enthusiasm for PHL to host the 2026 conference.
