Navigating Growth at Dallas Fort Worth International Airport
Q&A with our own Mimi Fekade on developing wayfinding systems for complex environments.
“The opportunity to quietly influence how passengers feel—reducing their stress and enhancing their experience—is incredibly fulfilling and reminds me how powerful design can be in even the most fast-paced, transient spaces.”
Rendering of DFW Airport's forthcoming Terminal F (courtesy DFW International Airport)
Square Peg Design is making its mark in one of the world's largest airports by successfully navigating a Wayfinding solution for a brand new terminal. With an expected growth rate of 20 million passengers per year, Dallas Fort Worth Airport is going through a transformation. Enter Terminal F: Designed to accommodate 15 new gates at DFW and a new Skylink Station that will connect passengers to the existing 5 terminals. PGAL, the international architectural firm selected for this expansion, is entrusting Square Peg Design to prepare the visual layers of communication known as Signage and Wayfinding.
When tackling an expansion, the first task for SQPEG is to understand the original signage program and to address how this new terminal will fit into the user experience puzzle. Asking fundamental questions, such as: How efficient is the journey to and from the new terminal; Where are the key decision points that address timely content; And how is that content communicated—is it easy to read and consistent to the user experience? With 15 years of airport wayfinding experience, Senior Design Manager and Square Peg Design’s expert on staff, Mimi Fekade, talks through this process in more detail:
Q: In your point of view, what are the key aspects to consider when designing a wayfinding solution for an airport?
Mimi: All signage should feature a consistent design system, including color schemes, typography, and iconography—easy-to-read fonts and concise language that is quicky understood by travelers of all backgrounds. This uniformity creates a visually harmonious environment across the airport. Wayfinding should also align with the natural movement of travelers, seamlessly guiding them through key areas like check-in, security, lounges, and gates. Signage should be placed in a sequence that aligns with key decision points to avoid confusion and should be visible and easy to spot from a distance to ensure smooth navigation. Tailoring solutions for different traveler types, such as business travelers who prioritize efficiency and leisure travelers who may require more time can reduce stress in key areas, such as security checkpoints and customs, through clear, reassuring signage and step-by-step guidance. Airports are dynamic environments and intuitive design minimizes disorientation and improves the overall traveler experience.
Angus Mordant for Bloomberg via Getty Images
Q: Can you describe a unique design element that could significantly impact the user experience when navigating airports?
Mimi: Consider cultural differences in the use of symbols, colors, and icons. A design element that works well in one culture may be confusing or inappropriate in another, so it’s important to ensure that wayfinding elements are universally understandable. Wayfinding should not only help passengers navigate but also foster a sense of connection with the airport’s identity and its location thereby enriching the user experience.
DFW design guidelines for information graphics
Q: How do you see the future of wayfinding for airports?
Mimi: The future of wayfinding for airports looks to be an exciting blend of digital innovation and passenger-centric design. With the increasing prevalence of digital signage and interactive displays, airports are able to provide real-time information on everything from flight updates to changes in pathways and queue wait times. The integration of digital replicas or "digital twins" of airport environments allow passengers to visualize and navigate through the airport even before they arrive, using mobile apps or websites. Seamless intermodal connectivity will be a key focus, with technology offering personalized routes and detailed information on connecting with other transportation hubs. Augmented Reality (AR) and Virtual Reality (VR) integration could further enhance the wayfinding experience. Moreover, future wayfinding systems will prioritize passenger well-being by creating calm, stress-free environments, potentially incorporating soothing elements such as integrated artistic features and storytelling. Overall, the future of airport wayfinding seems to be moving toward a more personalized, interactive, and passenger-centric experience.
Q: What is your favorite aspect of working on airport projects?
Mimi: I’m drawn to the vibrant, ever-changing environment of airports, where the balance of efficiency and creativity presents a constant challenge. What excites me most is knowing that each traveler has a unique story and that, through thoughtful wayfinding and experience design, I get to shape a small but meaningful part of their journey. The opportunity to quietly influence how passengers feel—reducing their stress and enhancing their experience—is incredibly fulfilling and reminds me how powerful design can be in even the most fast-paced, transient spaces.
Square Peg Design has the opportunity to bring more than 20 million new passengers each year to their destinations by navigating Terminal F. The design solution focuses on passenger-centric needs—creating cohesive signage for seamless connections between terminals, adding digital and thoughtful design elements, and enriching the overall traveler experience. What does this all mean for the future of Dallas Fort Worth Airport? That SQPEG truly believes that Wayfinding is the backbone of an effective airport experience.
About Mimi Fekade
Senior Design Manager
Throughout her career, Mimi has demonstrated proficiency in designing and implementing branded wayfinding signage systems and programming for diverse settings such as airports, universities, municipalities, mixed-use/retail environments, hotels, and trail systems. She has also authored numerous masterplan signage and wayfinding design standards and guidelines, showcasing her comprehensive understanding of the field.
