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Ready for takeoff 24/7.

With nearly 70 million passengers a year, Amsterdam Airport Schiphol is one of the busiest airports in Europe. Schiphol has always been a forerunner in human-centred design. With a new positioning, we’re building on this heritage in order to improve the total customer journey. Together with Schiphol, we determined the brand promise and revitalized the brand. The refreshed brand and the new positioning supports Schiphol’s ambition to become Europe’s preferred airport in 2018.

Brand development

2016-present

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Ready for takeoff 24/7.

With nearly 70 million passengers a year, Amsterdam Airport Schiphol is one of the busiest airports in Europe. Schiphol has always been a forerunner in human-centred design. With a new positioning, we’re building on this heritage in order to improve the total customer journey. Together with Schiphol, we determined the brand promise and revitalized the brand. The refreshed brand and the new positioning supports Schiphol’s ambition to become Europe’s preferred airport in 2018.

Brand development

2016-present

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Not just passengers.

Schiphol is a complex organization. In addition to the passenger flow, there’s also real estate, freight transport, shopping and parking. All organizational units have their own media, target groups and messages. Over the years, this had led to a proliferation of sub-brands that weren’t mutually reinforcing one another and were no longer recognizable as a single brand. In order to do justice to all interests, we set up a careful process, where all stakeholders were given ample opportunity to explain their wishes and needs and, at crucial moments, could give direction to the development of the brand.
We made inspirational examples across the board, from online and screen applications to print, clothing, correspondence and reports, PowerPoint, video and social media, cleaning carts, vehicles, and so on.

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‘Remarkably carefree, surprisingly sympathetic.

The brand promise, ‘Remarkably carefree, surprisingly sympathetic’ is now supported by a colourful and friendly identity. It can be used for communication with passengers and with the business partners. One of the important building blocks is a palette of 37 skies. These represent different places in the world at different times of the day. As a recognizable element, we use an angle of 20 degrees, the take-off angle of most aircraft. We have a tone of voice that is honest and friendly. And, when appropriate, we also occasionally add a little humour.

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Supporting implementation.

The brand identity is currently being implemented. There are several agencies from various disciplines at work. The brand portal is an important tool that ensures that everyone understands and applies the style correctly. Together with Schiphol, I optimized the structure and content of this platform. We monitor the implementation in regular review sessions.

Team
Edenspiekermann: Danny Kreeft, Marieke Griffioen, Suzanne van Gompel, Jonne Kuyt, Jerry den Ambtman, Titia Schoenaker, Margriet Lappat, Floor Herman.

Photography
Niels Stomps en Chantal Spieard (Fotoformation),
Roel van Koppenhagen, Bart Brussee.

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