Improving the clarity and brand impact of Thai Airways’ signage and information systems across airport environments. Our strategy was based on the heritage of the brand, applying its core values for modern times. By creating comprehensive guidelines, we were able to rationalise signage and build consistency across the world. The net impact has been to help the client visually dominate the airport space.

“Iconic’s approach is highly commendable. They empathised with cultural and people sensitivities which lends a great deal to the success of the project, as well as their creative strategy and communicating that strategy clearly to us.” Kulkanda Pokasem, Division Manager, Thai Airways International

Signage concept, design and guidelines