Greater Toronto Airport Authority

North America’s largest airport by volume wanted a new magazine to revitalize its brand. We built it from scratch.

We conceived of AWAY in 2014 as a quarterly magazine designed for the millions of passengers that travel through Toronto Pearson International Airport. Designed in a lively contemporary style, the content featured all the shopping, food and drink possibilities at Terminals 1 and 3 at Toronto Pearson, along with way-finding maps, and behind-the-scenes revelations about the secret life of North America’s busiest airport. We also commissioned authoritative travel stories from journalists and photographers around the world, and included insider advice and tips on where to stay, what to do and where to eat in a variety of global locations. “We wanted a tool that would help us engage our passengers, and take them on the first step of their journey, which starts at the airport,” said Erin Kennedy, then the Manager of Passenger Communications for Toronto Pearson, at the time of the magazine’s launch.

Convening an award-winning team of journalists, artists and art directors, we launched a design-forward quarterly magazine called Away that took the reader to destinations around the world, and highlighted the many shops and services available at the airport itself.


Results

Away Magazine won acclaim for its contemporary design and its insider approach to travel that enlisted a global network of contributors. Toronto Pearson loved the magazine’s wayfinding maps so much that they incorporated them into the airport’s website and mobile app. Against international competition, Away won a prestigious Pearl Award in 2016 from the Content Council.