Joby Aviation

Reimagining the dream of flight

• Brand Strategy
• Visual Identity
• Verbal Identity
• Website Design
• Website Development

Challenge

Flying once represented optimism, progress, and possibility. Over time, that sense of wonder faded, replaced by congestion, friction, and rigmarole. As Joby prepared to introduce eVTOL travel to the world, the challenge went beyond launching a new aircraft. They needed to restore the emotional promise of flight while building trust in an entirely new category. That meant balancing breakthrough engineering with warmth and humanity across every touchpoint, from aircraft to app to skyport.

Solution

Together with Joby, we built a future-ready brand designed to restore the wonder of flight by introducing an entirely new category. Rooted in the emotional legacy of aviation, the brand system spans the aircraft itself, environments, wayfinding, digital experiences, and a content-rich website. We designed the system to move seamlessly between physical and digital spaces, using motion, storytelling, and interaction to make advanced technology feel human and approachable. The result is a unified brand ecosystem that translates breakthrough engineering into clarity, and excitement for what’s next.