Dublin Airport Authority

What was needed was an identity that reflected the DAA's ambition for this country's busiest airport. Image Now was commissioned to generate a new brand identity and guidelines for implementation that would facilitate the realisation of these DAA ambitions. In order that the new identity was a meaningful one for the thousands of passengers using the airport every day, an intensive programme of research was conducted.

The critical insights came from mapping the arriving and departing passengers' experience of signage, way-finding and flight information to restaurant services environment and baggage handling. In addition, in-depth interviews and focus groups with staff and other stakeholders informed the design approach. Passenger research also influenced which service areas were tackled as a priority.

All airports are busy and dynamic environments but the insights generated from the customer journey mapping project, as well passenger and staff focus groups, ensured that the identity design work was aligned with the DAA vision and that it would endure. This set the scene for a much visited and much loved airport campus to get an identity that would enhance the experience of passengers.   ∧

Image Now developed a clean and modern design solution. It features an open hand that is built around the DAA brand promise: Helping you on your way. This hand reflects the DAA role as a provider of support, reaching out and helping customers in a warm and friendly way. It emphasises the human touch that is a signal of personable helpfulness to both staff and passengers. The fresh light colours suggest a new attitude from the company, running an increasingly busy airport. The subtle use of grey adds a touch of authority, an important element for the DAA when communicating with stakeholders and the business to business market.   ∧

Airports, by their very nature, require extensive visual communications and for these to be clear, informative and help passengers on their way. Image Now's work for DAA extends from the development of identity guidelines right through to the design of customer demonstration areas, from signage to the design of retail collateral. While airports are in a constant state of change, and indeed Dublin particularly so with Terminal 2 nearing completion, the DAA brand and its applications have brought a sense of place to this busy travel hub. The experience of passengers has been enhanced and continues to be updated as DAA manages one of the most important gateways for 21st Century Ireland.   ∧

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