Venice Marco Polo International Airport, Wayfinding Strategy


Venice Marco Polo International Airport wayfinding signage example by Pacall+Watson

Project Name: Venice Marco Polo International Airport, Wayfinding Strategy

Client: SAVE S.p.A.

Sector: Transport (Aviation)

Location: Venice (Italy)

The role: Wayfinding design – strategic advice and guidance, brand design, sign planning, product design and digital content design – from initial conceptual discussion through to
implementation and delivery on site.

The brief: Pascall+Watson were appointed by Venice Marco Polo International Airport to re-brand its public face and create a dynamic new wayfinding strategy. The scope of the project extended across the entire campus, including the transition between the existing terminal building and new ferry terminal.

Outcome: The scheme provides multi-lingual graphics and simple pictograms ensuring clear orientation for all nationalities.

The concept proposed a new range of products and services, linked by a bespoke visual identity incorporating the colour and graphic style of Venetian architecture. This conveys a distinct local connection and leverages the region’s unique attributes to an international airport.

The project required an in-depth understanding of the visual environment, as well as the application of journey mapping, behavioural analysis, product design and delivery.

The success of the scheme led to several subsequent appointments to support the airport in its plans for progressive expansion.

Case Study Submitted by Pascall+Watson (

Composite image showing examples of Pascall+Watson wayfinding signage for Venice Marco Polo International Airport