Sundstrom Portfolio Digital

PORTFOLIO
Digital Signage
Vicki Sundstrom
Vicki.Sundstrom@gmail.com
650.291.3321

SAN FRANCISCO INTERNATIONAL AIRPORT
DIGITAL SIGNAGE PROGRAM – TERMINAL 2
As the Program Manager of the Signage and Wayfinding Program at SFO, I was responsible for
implementing the digital signage program. Implemented over time, components of the
program were brought on as they were needed, when opportunities presented themselves or
as part of capital improvement projects.
I was involved with the Airport IT department to research
and select a platform for use organization-wide. The
program started out with basic digital wayfinding (message
and arrow) at strategic locations, to digital maps, TSA
checkpoint signage and more. Terminal 2 at SFO, opened
in 2011, with all digital maps and ground transportation
information.
The projects started with the planning with airport stake
holders (ground transportation department, concessions
department, airport IT, TSA and many more). Working
with resources in-
house and contracted to develop content, sign structure
design, power/data/engineering, testing, through
deployment and maintenance.
The photos on this page are representative of some of the
sign structures and content at SFO Terminal 2.
Terminal 2 Team:
Gensler – Architect
Turner – General Contractor
Ilium Associates – Environmental Graphic Designer
Fluoresco – Signage Fabricator
AirInc – Systems
T2 Partners – Construction Management Team
Terminal 2 Ground Transportation Signage
Terminal 2 Concessions directory and promotional
content
VICKI.SUNDSTROM@GMAIL.COM 1

DIGITAL SIGNAGE PROGRAM – INTERACTIVE SIGNAGE
SFO’s interactive signage, piloted at
Boarding Area “E”, has won
Ominvex (the digital signage
vendor) three industry awards.
As the project manager, I managed the
stakeholder engagement, all the design,
fabrication, install and coordination.
Project team:
Hensel Phelps – GC
Ilium –
Environmental
Graphic Design
Vomar – Signage
Fabricator
Omnivex – Digital
Software Provider
SFO IT – Support
infrastructure
(servers, data, etc.)

DIGITAL SIGNAGE PROGRAM – TSA CHECKPOINT SIGNAGE
Regulatory signage at Airports proliferate on a regular basis. In order to keep the content
consistent, correct and placed as required by the TSA, I worked with the local TSA, TSA HQ
and the Airlines to develop and implement a program worthy of an airport of SFO’s caliber.
SFO is progressively implementing this as a standard and continuing to work with the airlines
to implement the same at respective ticket counters.
Project team:
Ilium – Environmental Graphic Design
Vomar – Signage Fabricator
Ticket counter signage
Checkpoint signage

DIGITAL SIGNAGE PROGRAM – CHECKPOINT WAIT TIME SIGNAGE
With checkpoint enhancements, SFO implemented wait time technology to enhance the
traveler experience. I worked with the stakeholders (TSA, Brand Marketing, United Airlines) to
implement the signage and graphics.
Project team:
Vomar – Signage Fabricator
Omnivex – Digital Software Provider
SFO IT – Support infrastructure (servers, data, etc.)

DIGITAL SIGNAGE PROGRAM – AIRTRAIN PLATFORM SIGNAGE
I worked with the AirTrain system team to upgrade platform content. The “red dot” LED
displays were replaced with new technology, and the type messages were replaced with
graphics.
Project team:

GOOGLE INDOOR WAYFINGING – SFO MAPPING
In 2011, Google contacted SFO for floor plans to use in their map product. While it’s a great
service to the general public, the matter of handing over AutoCAD files (containing security
sensitive information) is not one any airport wants to do. Given the sensitive nature of the
project, I personally worked on all
the airport AutoCAD files,
scrubbing security sensitive
content. Ultimately providing
Google drawings of all the public
facilities and spaces at the
Airport, drawings void of any
sensitive information that would
make the airport vulnerable.
SFO was one of the first airports
featured in the 6th
anniversary
release of Google Maps.

DETROIT METROPOLITAN AIRPORT
DIGITAL SIGNAGE PROGRAM - PLANNING
I am currently the Project Manager for Arora Engineers for the Digital and Interactive Signage
Program at the Detroit Metropolitan Airport. The project is structured in 4 phases:
analysis/planning, graphics,
software/build and
construction.
Project Teams: Gresham
Smith and Partners, Ilium
Associates, Art of Context,
and Infax.
I manage the day-
to-day coordination,
planning,
stakeholder
engagement,
management of
subcontractors and
deliverables.

DIGITAL SIGNAGE PROGRAM – MAP/DIRECTORIES
Location plan for static, dynamic and interactive content.
Prototype review at the fabricator
Feedback from user research

DIGITAL SIGNAGE PROGRAM – INTEGRATED FLIGHT INFORMATION
Sign structure for 98” display with boarding pass scanner.
Flight information and walk time to
destinations
Content for 98” display

DIGITAL SIGNAGE PROGRAM – INTERACTIVE SIGNAGE
Interactive display content.
Structure design for the interactives
Attractor loop

DIGITAL SIGNAGE PROGRAM – VIDEO WALL
The airport wanted to improve on the passenger
experience and tasked Arora to install a video wall.
I worked with the stakeholders in determining location
and size. Additionally provided onsite construction
supervision during the install.
Former “welcome” banners
Video wall installed in time for the ASAE conference in Detroit

BOSTON CONVENTION AND EVENT CENTER
DIGITAL SIGNAGE NETWORK – NEXT GENERATION STRATEGY
Working for one of our partners, I
developed a long term, next
generation deployment strategy
for the Boston Convention and
Exhibition Center.
The strategy included measures
to improve on customer service,
increase inventory of displays to
sell to exhibitors and bring the facility up to
industry norms.

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