The Long Beach Airport had been using a multitude of marketing vendors and styles. Upon embarking on major construction for a new terminal, we were asked to provide a way finding system for temporary parking and construction needs. However, due to the duration that the program would be in place, and the opportunity to position Long Beach as an up and coming player in aviation, we recommended that they adopt a new name for the program: Long Beach Airport Modernization Plan, (acronym AMP) and provided a manifesto to guide the ideology behind the program. These two directions are part of the concept work that was presented.