We believed that by making airport employees the focus of IATP's brand identity, Pearson could tap into the pride already felt among workers. The idea was that IATP could celebrate its employee community by capturing joy in the workplace while elevating jobs through grandiose metaphors. This would demonstrate Pearson's appreciation for their employees and inspire even more pride in the workplace among workers and future applicants.

What we crafted for Pearson was a new community whose identity re-frames and empowers the employee as a “resilient hero”. Taking visual cues from Pearson Airport itself, we built the community a visual system designed to lean more toward Nike athletics than corporate ERG. It’s taglines, written in a custom-made type based on the Pearson’s gate and baggage signs, we developed to galvanize the community’s sense of pride what they do at and for the airport. It was essential that this brand felt sincere and reflective of the community so we took a street photography approach in order to capture authentically candid and joyful moments.