SIXT – Giulia Papaleo

SIXT

AIRPORT COMMUNICATION NEDERLANDS

For this project, I was tasked with reimagining the Sixt brand experience at Amsterdam Airport. The goal was to move beyond traditional advertising and transform a high-traffic transit environment into an immersive, branded journey. By utilizing Sixt’s signature orange, I created a cohesive visual identity that turned functional infrastructure—such as escalators, waiting areas, and structural pillars—into dynamic, navigational assets.

SERVICES:
Art Direction
UX Design
Event concept
Storytelling,
User journey
Illustration
Experience Design
Spatial staging
Exhibition

POSITION:
Art Director at 19:13

CLIENT:
SIXT

YEAR:
2023

SIXT AIRPORT AMSTERDAM

DESIGN & STRATEGY

Spatial Storytelling:
I focused on turning static spaces into experiential touchpoints. This included designing high-impact installations, such as a vehicle displayed atop a stylized "mountain" structure to embody "The Peak of Premium Mobility," and a dedicated showroom space for electric vehicles to highlight innovation.

Tactical Communication:
I developed a messaging strategy that blended wit with utility. By pairing clever, context-aware headlines with clear wayfinding, I ensured the branding served both as a persuasive call to action and a helpful guide for travelers.

Cultural Integration:
I bridged global brand identity with local relevance through campaigns like "Orange Loves Oranje," successfully creating a connection between the Sixt brand and the Dutch environment.