Applied Design gives JFK's Terminal 8 a brand that's unmistakably New York

JFK Airport is a homecoming for New Yorkers and a jump-off point to the rest of the world. Either way, nobody wants the journey to be difficult.

It's why the Port Authority, American Airlines, ASUR and Phoenix Infrastructure have unveiled their transformation of JFK's Terminal 8, as part of a $125 million investment and grand opening. It's the first completed project in a wider $19 billion redevelopment that includes two expanded and modernised terminals, two new terminals, and a new roadway network.

What interests us is the refreshed brand, led by Applied Design, and how it's made travel a more pleasant experience for everyone. It was quite the challenge, the studio says, as an existing identity was already in place, requiring a careful audit to determine what should be refined versus what should be replaced.

Call it an evolution rather than a teardown. The result pulls more than 60 retail and dining offerings into one coherent system – from a Dior-and-Chanel beauty hall to the new Boroughs Foodhall – while celebrating the spirit of Queens and resonating with the millions of travellers passing through the terminal each year.

A colour palette inspired by the view from a plane window (think lots of blues) brings a sense of motion and atmosphere. At the same time, a custom, wavy figure-eight motif runs down the freestanding pylons and wraps the towering 'T8' columns – the number hidden in plain sight throughout.

The New York voice is right there in the copy on the walls. "Savor the best from New York's boroughs," reads one graphic, tying the wayfinding straight back to that Boroughs Foodhall. "From the overarching concept to the smallest detail, every element has been intentionally designed to elevate the traveller experience," the studio explains.

This isn't the first time Applied Design has helped shape New York City's transport hubs. It's reimagined the new World Trade Center as a place full of energy and excitement. It's created the wayfinding and placemaking experience at Grand Central Terminal. Terminal 8 completes a happy trio of projects that touch millions of New Yorkers and global visitors every year.