THE ASK:
Travel anxiety is a major hurdle for airport operations. Building on a long-term partnership with Orlando International Airport (MCO), I was tapped to create a brand identity and engagement system for a new passenger-experience initiative: the MCO Paw Pilots. The goal was to establish a professional yet approachable therapy dog program that would reduce passenger stress and elevate standard customer service into a memorable brand touchpoint.
MY ROLE:
As Art Director, I built the program’s brand identity and engagement strategy from the ground up. I designed the foundational visual system—balancing aviation heritage with pet-centric storytelling—and created the gamified trading card concept that drove passenger interaction.
STRATEGY & CREATIVE:
To make the program feel both authoritative and heartwarming, I established a clean visual system that paired crisp aviation cues with approachable typography and iconography. To drive real engagement on the terminal floor, I created a collectible trading card system for each therapy dog, turning brief passenger interactions into an active, shareable brand experience.
The strategic design transformed a basic pilot initiative into a permanent MCO fixture and viral marketing win. The program expanded into a full retail merchandise line—including apparel and collectible pins—proving how strategic art direction can turn routine operational moments into a high-value, multi-channel brand asset.
