Client: SAC, Italy
Year: 2014 – Ongoing
Steer supported SAC, operator of Catania airport, to take forward its ambitious long-term investment plan. As part of our role, we worked closely with the SAC team to develop a new customer facing brand identity that reflect its ambitions and translated that to a new airport wayfinding and signage system.
We kicked off with a customer mapping exercise to establishing the information requirements for all passengers and then plotted their movements throughout the airport to determine information requirements and key decision points. This understanding was translated into an information architecture, location plan and messaging and included identification of redundant signage products thereby reducing visual clutter and simplifying user navigation.
Our aim with the brand was to avoid the clichés of other airport operators by creating a friendly and professional brand that reflected the airport's key markets of holiday makers and business visitors. A central requirement for the brand was to communicate the airport’s core values of generosity, practicality, inclusivity and vibrancy and to promote a positive customer experience.
Along with the more traditional elements such as stationery and staff uniforms the brand was also applied to environmental elements using floor and seating patterns to create a fully encompassing brand experience. Future applications will include the design of a new website.
The brand and wayfinding system is currently under implementation.