Western Sydney Airport
Traffic Takes to the Skies
Background
One of the most significant infrastructure projects in Australia in recent times – the creation of a major new international airport located in Sydney’s west – has been high on the Federal Government’s agenda for many years. Western Sydney Airport is the body responsible for the project, with a completion date earmarked for 2026.
After undertaking an extensive search for an agency partner for all of the work that is required to establish and launch the company and project brand, Traffic was appointed to create a brand strategy, positioning, naming, brand identity and a range of collateral for the corporate entity.
Approach
Based on a vision of ‘To generate economic and social prosperity by working together to deliver a thriving airport precinct in Western Sydney’, and after enormous consultation with key stakeholders, residents, tourism bodies and government, it was agreed that the name of the company needed to be reflective of the geographic location of the airport – Western Sydney Airport.
Solution
Driven by the brand essence of ‘take flight’, Traffic created a timeless, yet future focussed brand identity for Western Sydney Airport. Always moving forward, this new identity reflects the mechanics of flight – crafted from triangular fins, the logo mark points to the future and embraces momentum. Its form interconnects, reflecting the paths we take on journeys between destinations and the importance Western Sydney Airport plays within the global matrix of travel. This new identity has been deployed on a wide range of brand materials, including a hard hat that featured on the head of our Prime Minister, Scott Morrison at the launch ceremony.
Design Strategy
Traffic formed a new visual aesthetic that reflects the mechanics of flight. Crafted from triangular fins, the logo mark points to the future and embraces momentum. Its form interconnects, reflecting the paths we take on journeys between destinations and the importance Western Sydney Airport plays within the global matrix of travel.
