Geneva Airport
Area: Restaurants & Commercial Concessions at Geneva Airport
Context: Pitch won with Parenti Design: The Branding Studio
Project scope: Branding, Naming, 360° Campaign, Signage
My role: Creative & Artistic Direction, Illustration, Visual Identity, Communication Supports, Signage, Pitch
Year: 2021 - Today
Awards: (Won with Parenti Design)
- Red Dot Award Winner - 2022 - Category: Advertising Illustration
- European Design Award - Gold - 2022 - Category: Corporate Illustration
- ADC Awards - 2023 - Category: Advertising Illustration
- ADC Switzerland - 2023 - Category: Illustration
- The One Show - 2023 - Category: Advertising Illustration
- Shortlist - Best of Pub 2021 - Category: Branding
Approach
Situation: After more than a year in the doldrums, the airport's shops and restaurants were eager to get back to cruising altitude. They needed fresh, positive, smiling communication to turn the page on the health crisis.
Challenge: Relaunch the business to bring it back up to pre-Covid levels, with a universal visual and verbal universe likely to appeal to the widest possible audience as they pass through the airport.
Implementation: This campaign is built around a sort of construction set of graphic elements, allowing us to cover all possible and unimaginable subjects, rather like a Lego box. These graphic elements can be adapted for all uses, from billboards to signage and digital communication.
logos
The primary form of the identity is directly inspired by "Toggle Switch" user interfaces. It has been hijacked to convey notions of journey/journey. The idea was born from the shape of the airport tarmac/runways.
The naming has been revised to be more concise, catchy and international. The new logos use the shape of a toggle switch to suggest the concepts mentioned above. Geneva Airport is integrated into the logo, so that the notions of "shop & eat" and the airport are inseparable.
Visual identity
The visual universe is built on a rigorous grid inspired by the different runways on the airport tarmac and echoing the visual style of the "toggle switch". It serves primarily as a foundation and coherent link between all graphic elements: iconography, illustration, signage, patterns and logos.
Testimonial at Parenti Design:
"After several weeks' work, the new communications campaign for Geneva Airport's shops and restaurants was launched at the beginning of the summer. Aimed at promoting the diversity of the commercial offer, this campaign "illuminates" Geneva Airport's terminal, website and free wifi. Sober and elegant, this new communication concept brings freshness and renewal: it also offers great potential for variation, particularly in support of commercial operations. A big thank you to all of you for your excellent collaboration on this project! And we're already looking forward to creating a few surprises for visitors to Geneva Airport!"
Delphine Droubay, Sales Concessions Marketing Manager, 2021
CREDITS
Project created by the agency Parenti Design: The Branding Studio
Creative & Art director: Elie Kupsc
Managing Director: Lisa Parenti
Brand Identity & Logo: Elie Kupsc & Abel Nadin
Illustration: Elie Kupsc
Motion Design: Abel Nadin
Account director: Nathalie Guten
Copywriting: Jean-Michel Larsen & Terry Levine
Production: Nicolas Bula, Amélie Touchet, Nathalie Guten & Lorna Steele
Photography: Amélie Touchet
Strategy: Flavia Engelmann