We have arrived

San Antonio International Airport (SAT) continues to be a key economic driver for the San Antonio region. With recent air service improvements, increases in passenger traffic, and the announcement of the development of a new terminal, KGBTexas had a unique opportunity to take advantage of positive momentum and redefine SAT’s brand, positioning the airport as a regional leader and global brand.

San Antonio International Airport Rebrand

The new brand marks an era of innovation and connectivity for the San Antonio region. The visual transformation symbolizes the dynamism of our community and is reflective of the cutting-edge facilities and services that the airport continues to develop to meet the evolving needs of travelers.

KGBTexas led the efforts to launch the entire air system’s new brand — SAT and Stinson Municipal Airport (SSF) — to the public by coordinating a press event, and 2 employee launch events.

The agency developed a strategy specifically for employee engagement, which was central to the rebranding initiative and brand identity. Recognizing employees as the heart and soul of the aviation system, their involvement was prioritized from the outset, so they understood the new brand and became its first and most enthusiastic advocates. By actively participating in the rebranding process through focus groups and celebrating the launch with employee events, we supported a seamless and authentic transition.

The press conference featured remarks and praise from Jesus Saenz, Director of Airports, Mayor Ron Nirenberg, and some of the San Antonio congressional delegation.

The launch was a complete success for SAT, garnering regional earned media coverage and getting the support of the airport’s employees and partners.

In recognition of its success, the SAT rebranding effort received praise and sparked interest from airports across the country. Industry peers and stakeholders praised the innovative approach and execution. This positive reception not only validated our strategic direction but also positioned SAT as a benchmark for rebranding success, setting a new standard and inspiring similar initiatives.