I Am Toronto Pearson (IATP)

Integrated Award — Rebrand/Refresh

Made by Emblem

Toronto, Ontario, Canada

I Am Toronto Pearson (IATP) is Toronto Pearson Airport’s refreshed employee-community brand, created to help Canada’s busiest airport rebuild pride, retention and recruitment after the pandemic. The mandate was to pivot IATP from traveller-centric messaging to celebrating a 50,000-strong workforce that powers ~60% of Canada’s international arrivals.

Made by Emblem infused the identity with a rallying, athletic tone—professional-sports energy over corporate ERG—using candid, street-style photography and copy that frames every airport role as a resilient hero. A custom IATP typeface, derived from Pearson’s gate and baggage signage, anchors bold taglines across posters, social and the employee hub.

The program rolled out across digital and environmental touchpoints, generated positive press and supports ongoing employee-pride moments such as Airport Workers Day. According to the Greater Toronto Airports Authority, the campaign “has elevated the airport’s reputation as a world-class destination and an excellent place to work.”