Manchester Airport trials flexible branding

Manchester Airport is piloting new technology-led ways to overhaul the check-in process and is working with a host of designers on the project.

Joanne Boyle, senior product development specialist at Manchester Airport, is overseeing the work.

The airport is trialling a form of ‘flexible branding’, which involves installing a series of rear plasma screens above check-in desks.

Branded graphics, animation and information will run across the screens, while airlines will be able to select from three different branding levels of sophisticated solutions: bronze, silver and gold.

Manchester Airport is also introducing express check-in kiosks, an automated self- service system that is popular throughout the US, which can be used by a variety of airlines. Both projects are firsts for the airport.

Manchester-based Love Creative was commissioned to design the identity for the kiosks, ExPress Check-In. It has also drawn up a range of graphics for information screens to help passengers understand the kiosks.

According to Boyle, ‘Once people have joined a queue, they are very reluctant to leave it, so it was important that the design of the express screens was eye-catching.’

Manchester Airport commissioned Love to create a series of animations for a ‘flexible branding’ project, providing passengers with information about the check-in process, airport security, safety and services in general.

Manchester Airport is also working with Pixel Inspiration and MBA on developing digital artwork for the scheme.

‘The flexible branding will maximise the use of desks, it really is quite experimental,’ adds Frank Carolan, account manager at Love Creative.