We began the project with a survey of a new terminal in Boston and an existing terminal in Denver in order to observe some of the challenges unique to Southwest's ticketing and boarding processes.

Though our initial scope included only signage, this diagram helped the diverse client group understand that wayfinding involves more than just signs.

We determined that a more integrated wayfinding system, from booking to luggage pick up, would help Southwest to deliver an easier experience for their customers.

The goal of a seamless booking, check-in, boarding and luggage experience requires the involvement of many different products and services within the Southwest corporate structure — all orchestrated to create an intuitive passenger experience.

Design concepts utilize a unique tail fin form, gracious language, and simple icons to help passengers along.

Ticket counters are one of the most congested and confusing parts of air travel. Our wayfinding system uses color to help passengers find the right line without wasting time.

The project included design recommendations to promote the Southwest brand personality all the way to the jet bridge for boarding.

Clearly marked baggage claim carousels utilize Southwest color and form. A video display offers local weather and tourist information while passengers wait for baggage.

An economical prototype installation in Boston Logan is allowing for usability analysis before the program is launched nationally.