Identity, dark-theme site, and merch for an aerospace consultancy with 45+ combined years and 40+ certified programs.
Overview
Two aerospace engineers with tier-1 pedigree (Supernal, Honeywell, Rockwell Collins, Wisk, Eviation) and zero brand. They needed something that read 'precision and authority' at first glance, not another startup logo.
The brief
Aerospace safety is a trust business. The founders had the credentials; the visual presence didn't match. OEMs and regulators needed to feel the expertise before reading the résumé.
Approach
Logo with an aircraft silhouette built into the letterforms. Full brand guidelines. Dark-theme responsive website covering services architecture, a 5-step methodology, team credentials, and a consultation flow. Merch as cultural artifacts of the new identity.
Outcome
A brand that quietly signals credibility to OEMs and regulators without performing 'aerospace' in obvious clichés.
The system
Aerospace safety is a trust business. The system carries that weight without saying it: typography that earns the room, color that signals without shouting, layout that reads architecture-first.
Typography
A geometric grotesk for headlines (precise, structural) paired with a humanist body face (warm enough that 60-page proposals stay readable). Mono for callouts and figure references. Tuned for technical documents and OEM proposals, not marketing landing pages.
Color
Carbon is the dark architecture every page sits on. Signal Orange is reserved for what the reader needs to act on next, never for decoration. Restraint is the brand's most aerospace move.
Layout
Sections do exactly what they say they do. No staircase animations begging for attention, no marketing-y hero loops. The reader is technical, time-poor, skeptical. The layout respects that.
The website
A single-page site, four sections, dark-theme. Every section assumes the reader is technical, time-poor, and skeptical. No hero animations begging for attention. The credentials carry the load.
Brand guidelines
Logo construction, typography, color, voice, and applied examples in one document. Built so a contracted designer or a future intern can produce on-brand work the day they start, without me in the room.
Merch
Caps, tees, mugs, and die-cut stickers as the analog version of the system. The team wears them at OEM site visits, conferences, and certifications. The brand earns trust off-screen too.
