JFK International Airport
The Situation
JFK Terminal 4 serves more than 27 million passengers annually, making the passenger experience highly dependent on clear, timely information. When our team began working with JFKIAT, the terminal relied heavily on a fragmented network of individual displays positioned above check-in counters. The opportunity was to rethink digital signage as more than a collection of screens—to create a cohesive information and experience system that could help passengers move more confidently from curb to gate.
The Action
Our team conducted extensive site surveys and interviews to understand the existing passenger journey, physical environment, sightlines, data needs, and operational challenges. We developed the strategy for a new digital ecosystem that transformed isolated information points into a coordinated visual language across Terminal 4.
Working alongside JFKIAT and their partners, we helped define how large-format LED, digital wayfinding, real-time flight information, dynamic content, and operational messaging could work together to create a more intuitive passenger experience. The creative system was designed to scale across the terminal while remaining flexible enough to respond to changing flight and operational conditions.
The Results
The transformation shifted Terminal 4 from a fragmented collection of displays to a connected digital passenger experience designed around the journey—not the screen.
The resulting system incorporated hundreds of feet of large-format LED experiences and 69 Scala-powered endpoints, helping JFKIAT deliver dynamic information, wayfinding, and engagement throughout the terminal.
Most importantly, the work supported JFKIAT's goal of creating a more seamless, informed, and efficient passenger journey for more than 27 million travelers each year.
