We crafted a new employee community identity for Canada’s largest airport to improve workplace pride and to provide a foundation for Pearson’s new retention and acquisition efforts. Toronto Pearson Airport is Canada’s biggest and most heavily used airport accounting for 60% of the country’s international arrivals. In 2016 Pearson developed “I Am Toronto Pearson” (IATP) to serve its community of over 50,000 employees. Beginning in 2020, the COVID-19 pandemic took a toll on Pearson’s business, reputation, and employee morale. The community identity and marketing required a refresh to facilitate new plans of growing and celebrating that community, in addition to improving the airport’s reputation.

Upon emerging from this period, Pearson ultimately wanted to revitalize its diminished workforce and reputation among employees by investing in its employee community. Our studio was engaged to help with the first important step of Pearson’s 10 year strategy: invigorating the workforce culture by re-crafting the IATP brand.

When it was developed, IATP was much more focused on traveler perception, which limited employee engagement and sentiment toward the brand. In speaking with people who worked at the airport it was evident (surprisingly so) that there was a swelling pride those people shared with each other about their work and workplace.

Our rethought galvanized the community by channeling the heroism, camaraderie and energy often reserved for professional sports and athletics. The grand-yet-candid aim of the street-inspired photography celebrates the IATP community as diverse individuals skilled at the jobs they do.