digital-first brand takes off

lcp, with Civic Edge Consulting, M Line, and Inke Design, is part of a multi-year, on-call marketing contract for San Francisco Airport. The signature project under this contract was the recently completed, digital-first new brand designed to be flexible enough to grow and evolve with the airport. The intensive upfront research process included surveys, focus groups, and interviews that led to the development of a brand strategy. The ensuing visual design process resulted in a simple clean logo featuring a single empty circle for the "O." This element is designed to function as a vessel for photos, illustrations, animations, video, etc. showcasing the creative character of San Francisco as a city, and the airport as its gateway. The new identity has been rolled out across a variety of print, digital, and environmental touchpoints throhgout the airport with a formal brand capaign introduction planned for Spring 2025.