Client: Airways Corporation
Drones are rapidly growing in popularity for both recreational and commercial uses. AirShare was originally developed five years ago by Airways with support from UAVNZ, the Civil Aviation Authority and Callaghan Innovation, to provide the information people need, to learn how to operate a drone safely, plan drone flights, request access to controlled airspace and hire commercial drone operators.
Airways asked to help relaunch their flagship drone brand, AirShare, with a new story and a new identity.
Following a client workshop, we distilled the AirShare story as being about creating better drone experiences. It’s always about the exhilaration, energy and freedom that comes from having the latest in technology in your hands. The knowledge, skill and passion to confidently guide an aircraft across the open skies. And it’s about connecting with like-minded people who share your love of flying, racing, playing and doing business with drones.
We researched drone user activities and motivators and concluded that the identity could best tell the story by reflecting:
Innovation - Being at the forefront of a developing technology focused industry. This led us to make a flying drone front and centre in the identity and to use colour and typography to create a technological feel.
Connection - Sharing stories, adventures and tips with like-minded people. This influenced photography and a tone of voice that reflects the drone community’s language.
Knowledge is power - Having information at your fingertips that allows you to fly safely and with confidence. This drove the development of a ‘plotting points’ texture to signify order and structure.
Overall the identity feels youthful, energetic and futuristic while still being edgy and aspirational. It reflects drone users, who they want to be and how drone flying makes them feel.
We applied the new identity to design new style guides for the website and the AirShare app, promotional material and environmental graphics. The modern, engaging and accessible feel of AirShare is already attracting a new generation of drone users. It’s very quickly becoming the must have tool for anyone flying a drone, for business or for pleasure.