Hudson engaged Siegel+Gale to tell the story of its remarkable evolution—from a few newsstands in LaGuardia Airport to anchoring more than 1,000 stores in over 80 airports and transit hubs across North America. The refreshed brand reflects Hudson’s diversity, established relationship with travelers and focus on the future.Hudson’s legacy brand was instantly recognizable as a landmark associated with travel essentials and books. However, over its 30-plus years, Hudson had evolved from a few newsstands in LaGuardia Airport to anchoring more than 1,000 stores in over 80 airports and transit hubs across North America and beyond by providing not only retail and convenience but specialty retail (including tech and luxury brands), duty free, and food and beverage destinations. In order to own its role as a leader in shaping travelers’ experience across North America, it was time to refresh the brand to reflect its diversity, established relationship with travelers and focus on the future.CreditsSiegel+GaleHudson Group