Toronto Pearson Airport is Canada’s biggest and most heavily used airport accounting for 60% of the country’s international arrivals. A pillar of Pearson’s strategy coming out of the pandemic is employee acquisition and retention. “I AM TORONTO PEARSON” (IATP) is a brand developed by Pearson in 2016 to serve the community of over 50,000 employees and required a refresh to facilitate their new plans in growing and celebrating that community.
We took inspiration from athletic brand advertising and promotions in professional sports to evoke a sense of heroism, camaraderie, and energy into the IATP look and feel. Through its photographic style and taglines, IATP celebrates its community and the jobs that they do. We created a custom typeface based on Pearson’s departure gate signage — a subtle reference to the traveler being the end focus of IATP.