LAX, Bradley International Terminal

For LAX’s new Bradley International Terminal, we created content at the intersection of sculpture, story, and brand.

We concluded that today’s travelers are not seeking out screened entertainment or spectacle from their facilities while on their journey. Yet, travelers are very open to surprise and delight from new visual languages and experiences. We took a sculptural approach to the entire project to create a new narrative with passengers, fitting into the emotional dream-state of travel. We developed an entire branding ecosystem for LAX Bradley Terminal West, including original marks, branded animated forms, and a full array of information display and color systems.

 

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Branding the most misunderstood city in the world


As the largest public works project in the history of Los Angeles, the Bradley International Terminal now stands as the latest and largest branding opportunity for the city. DK began the project by creating a brand story for the City of LA. We expressed LA’s heart not in its landmarks, film business, shopping, beaches or weather, but in it’s place-of-mind.

Here, you can invent yourself…free from judgment. We focused on the countless rich sub-cultures thriving just out of sight. From airbrushed vans, still-curious museum ladies, surfers and suburban skaters, all of our work within LA was driven by the simple idea of Freedom to Be.

 
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Calming Sculptures

We took a sculptural approach to the entire project to create a new narrative with passengers, fitting into the emotional dream-state of world travel. Our CG work acts as calming digital abstract kinetic sculpture, honoring flight and freedom from gravity.


 

 

The World is Hiding in Plain Sight

We created a series of destination city portraits for Barcelona, Bangkok, and Seoul. Again, we approached the filmmaking from the point of view of the real world traveler. Rather than covering the known landmarks with commercial sensibilities, we sought out the magic that exists in the everyday. From a Thai exercise class at dawn, a butcher shop in Barcelona, and young BMX bikers gathering under a bridge in Seoul, we found the genuine moments that make the world worth traveling.


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