When most airports undergo major renovations, they display signs with apologies, put their heads down, and try to endure to the finish. Portland International Airport (PDX) is not like most airports. It’s famous for its local food, shops, and of course, the carpet. Before diving into five years of major construction, the airport wanted a way to turn the disruption into an opportunity to delight. The design team developed a brand identity system, an experience framework, and campaigns that leveraged the construction to build brand equity and connection with travelers and employees.