In New York, JetBlue was growing. Specifically, at Terminal 5 in Kennedy Airport, the check-in lobby needed to be expanded and refreshed to support an increase in traffic.

A new self-service solution was introduced so travelers could print their own bag tags at kiosks, which eliminated the need to stand in line to drop a bag.

The new two-step process was integrated into the environmental design and wayfinding, the digital experience on the Kiosks and even the bag tags themselves.

The graphics play off the NYC Subway map—adding color to the space while referencing another iconic institution.