Design SystemArt-Direction
Design ResearchCase
Materials
created with once.agency
company
Client
The client is an international private aviation broker specializing in business jet chartering and comprehensive premium aviation services. Operating in the high-end segment, the company delivers tailored flight solutions, personalized service, and top-tier safety standards for both private and corporate clientele.
Vision
To craft a distinctive, category-defying visual identity that highlights the brand’s individuality
and its departure from conventional perceptions of private aviation. To develop a next-generation design system — flexible, modular, and capable of transforming across any communication scenario while maintaining strong recognizability and a premium brand character.
Design Strategy
At the core of our design strategy lies the concept of the brand as an intelligent navigator
with in the realm of private aviation. It positions the company not merely as a service provider,
but as a personal aviation assistant that organizes complexity and simplifies decision-making
for every flight. This strategic foundation shapes the visual language: a technocratic, high-tech, and contemporary aesthetic that communicates precision, clarity, and a refined sense
of technological mastery.
Graphic Solution
The graphic solutions implemented in the brand identity are based on metaphors from
the aviation world. For example, a dotted typeface that resembles a flight information display, grids that evoke an aircraft’s fuselage or airport runways, and gradients that convey different states of the sky as seen through a porthole window.
Brand Elements
The graphic solutions implemented in the brand identity are based on metaphors from the aviation world. For example, a dotted typeface that resembles a flight information display, grids that evoke an aircraft’s fuselage or airport runways, and gradients that convey different states
of the sky as seen through a porthole window.
Colours
The selected colors are inspired by sunsets and sunrises, as well as by the diverse states of the sky over different cities or the view from a private jet window. The identity is built around three core gradients, which serve as the foundation for a system of brand color palettes used across various communication and design needs.
Core Metaphor
The key graphic metaphor of the identity is a grid that references an aircraft’s fuselage,
the visualized flight paths of private jets, or, in certain cases, creates an abstract field over
which the aircraft is moving.
Logotype
Unlike the industry’s common reliance on serif-based typography, we intentionally moved away from that convention. Instead, the logotype utilizes a modern grotesk with customized uppercase forms. The curvature of the letters conveys a sense of technological refinement, while the initial -J- with its distinctive shape, subtly echoes the geometry of an airport runway
when viewed from above.
Typography
The graphic solutions implemented in the brand identity are based on metaphors from the aviation world. For example, a dotted typeface that resembles a flight information display, grids that evoke an aircraft’s fuselage or airport runways, and gradients that convey different states
of the sky as seen through a porthole window.
Layout & Grid
The graphic solutions implemented in the brand identity are based on metaphors from the aviation world. For example, a dotted typeface that resembles a flight information display, grids that evoke an aircraft’s fuselage or airport runways, and gradients that convey different states
of the sky as seen through a porthole window.
Denys Levadny
:^)
Viktor Grudakov
Art-Director at Once Agency
Uliana Schved
Creative director at Once Agency
Anton Yatsenko
Strategy director at Once Agency
Yelyzaveta Melnyk
Manager
Mariia Bolshakova
Manager
Author of design concept & idea
Font design
Photoproduction of case
Motion graphic
Art-Direction
Brand strategy & naming
Brand strategy & naming
Management
Management
Request