Campaign Strategy / Art Direction / Design
The largest PDX Next construction project at the Portland International Airport is the main terminal redesign—impacting the entrance, ticketing, and security areas for several years.
To prepare for this major disruption, sparks+sullivan built a campaign strategy to communicate future plans to travelers and employees before and during construction.
Rather than focusing on architectural renderings, the “XO PDX” campaign celebrates local places, people and passions that inspired the new airport designs—assuring the public that the future airport will embody the things that people love about PDX.
We were inspired by the architecture of the new main terminal, and the more we looked at models and drawings, the more we were seeing the elements that the Portland region is known for.
We led a photoshoot with photographer Michael Chung to authentically capture local business owners, artists, construction workers, architects, food and PNW nature that inspire and contribute to the airport—acquiring enough content and stories to last a year.
From concept to creative and campaign launch, we worked with the PDX team to bring this campaign to life throughout the airport and online.
The campaign launched at the brink of the COVID19 pandemic, and the message of supporting and celebrating the local community and resources proved even more relevant.
XO PDX
Work like this is a group effort. Thanks to these incredible collaborators!
Award Recognition
Industrial Designers Society of America (IDSA) International Design Excellence Awards (IDEA): Silver
American Institute of Graphic Arts (AIGA)
365: AIGA Year in Design Award