Heart-led content and elite digital navigation shift city sentiment from local jitters to global pride for the first new hub airport built this century.
Salt Lake International Airport
Humanizing a High-Tech Hub
New branding, omni-channel engagement, web design, and a custom mobile app celebrate the airport’s 100-year legacy and its modern evolution.
A Home-to-Global-Hub Challenge
For a century, Salt Lake City’s original airport was a beloved hometown staple—easy, cozy, and familiar. As Utah surged into a premier global destination, a modern hub was essential to comfortably welcome millions of new friends each year.
The challenge was ensuring this massive transition felt like an invitation rather than an upheaval. Working together, we needed to turn initial local jitters about a larger facility into genuine excitement for a world-class experience.
Our goal was to honor our shared history while preparing the community for an incredible, bright future.
Strategic Approach
A decade-long partnership enabled Love to work hand in hand with the amazing airport team as a unified voice.
Experience, Emotion, Education, and Engagement led our strategy to make the massive build feel personal and inviting. We humanized the project through fun, transparent storytelling. By blending high-tech digital navigation with heart-led content, we invited passengers to explore every new gate with confidence and a sense of community pride.
A new comprehensive visual identity bridged a century of heritage with modern infrastructure. Commemorative legacy books, anniversary coins, and environmental event design marked the airport’s global virtual grand opening and launched its new chapter.
Omni-channel engagement and joint digital infrastructure included a custom mobile app, interactive web design, and a relentless 360-degree media blitz across TV, radio, transit signage, and digital display ads for all build phases. This ensured passengers remained informed, empowered, and connected at every gate.
Trust-building narratives, through local news and executive-led content, humanized the massive build. Videos featured Executive Director Bill Wyatt responding to Tweets and in-person passenger feedback. News stories transformed technical operations like deicing and wildlife mitigation into engaging, educational narratives.
Massive Reach + Impact
Our collaborative efforts transformed the traveler experience, earning rave reviews and global recognition. SLC is now an award-winning destination, receiving glowing reviews for its accessible design and tranquil, world-class atmosphere.
A brand journey connecting the community through the airport’s four distinct phases turned initial skepticism into passenger “love” as each phase unveiled new art installations and local dining options.
A virtual grand opening united over 6,000 global viewers, creating a historic moment of connection and shared celebration.
Interactive digital tools, including a new mobile app and website, empowered travelers with seamless, easy-to-use navigation.
Everything we created
Love delivered an omni-channel campaign for the airport’s expansion, blending 100-year legacy branding, commemorative items, and executive-led video responses. Showcased behind-the-scenes operations via local news partnerships. Managed virtual grand opening design, safety signage, informational print/digital media, and joint digital infrastructure, including a custom mobile app and website.
App design
Out of Home Design
Print Design
