DFW Airport set its sights on something bigger: becoming the premier and preferred superhub in the U.S., ready to compete on the global stage. But to get there, the brand needed more than infrastructure—it needed a bold, unifying identity that could align internal teams, inspire partnerships, and reimagine the traveler experience.
I led the creative team in building a new identity system anchored in the promise: “Inviting you to what’s next.” Guided by brand traits like Bold, Passionate, Open, and Dedicated, we translated DFW’s ambition into a vibrant expression—one that reflects both Texan hospitality and world-class efficiency.
The visual system introduced a new “journey line” device inspired by the logo, creating a flexible graphic thread across digital, environmental, and experiential touchpoints—from terminal signage and uniforms to airport vehicles and executive communications.
More than a new look, the brand became a North Star for DFW’s future—uniting teams and travelers around a shared sense of momentum and possibility.