Minneapolis-St. Paul International Airport

Arriving at the airport can bring a mix of emotions: excitement, anticipation, and anxiety. While it’s a different experience for everyone, our goal was to help people clearly understand where to go and what to expect. This can reduce tension and start their journey with an increased sense of calm and safety.

To do this, we designed a series of digital signage types, including smart technology that communicates up-to-date information in real time. Digital roadway signs let drivers know what curbside services are available.

Curbside medallions identify accessibility access points and the airline check-in counter closest to a given entrance, so passengers don’t have to carry their luggage further than necessary.

Inside Terminal 1, a sixty-foot digital sign spans the intermodal transit area, informing travellers of the different locations and wait times for the security checkpoints. This helps to facilitate decision-making and avoid unnecessary crowding.

Working closely with the Customer Experience team, we developed surveys to get feedback from airport staff and volunteers. Ground transportation was identified as one of the most challenging destinations for customers to navigate to. Digital signage—and carefully placed messaging— has been crucial in aiding travellers to better understand the options and the most efficient pathways to these services.

As a major transit hub, MSP welcomes a diverse range of guests across a multitude of languages and accessibility needs. This led us to using large, bright pictograms offering universally recognizable symbols and the inclusion of tactile messaging and braille on identification signage and elevator panels. The signage also lets people know that MSP offers free access to Aira, a visual interpreting service that provides live on-demand access to visual information, and points those with hearing impairments to T-Coil services.