Joby X TinyWins

As Joby prepared to introduce eVTOL travel to the world, the challenge wasn’t just launching a new aircraft—it was restoring the dream of flight itself. Joby needed a brand that could balance cutting-edge engineering with emotional resonance, making a new category feel intuitive, trustworthy, and human across every touchpoint—from aircraft to app to skyport. Together with Joby we built a future-ready brand rooted in the emotional legacy of flight—reimagined for a new era. The identity draws inspiration from the golden age of aviation, where design was expressive, optimistic, and human. Custom typography, developed with Family Type, echoes the aerodynamic curves of the aircraft while taking cues from historic aviation typefaces—adapted for clarity, legibility, and motion across modern applications, from livery and skyport signage to digital interfaces. A flexible color system bridges past and future. Core blues evoke open skies and the promise of what’s ahead, while sun-washed oranges reflect Joby’s Californian roots and the warmth of early aviation. Supporting hues extend the system, allowing the brand to adapt across environments, footage, and moments without losing cohesion. We brought the brand to life across physical and digital touchpoints—merch, wayfinding, signage, mobile app, and environments—ensuring the experience felt seamless wherever people encountered Joby. A clear, intuitive wayfinding system translated the brand into physical space, guiding people confidently through early skyport experiences. The website became a central expression of the dream. Designed as a multifaceted experience, it reintroduces Joby through motion, color, and interaction—photography suggests liftoff, typography rises and recedes like ascent, and bespoke micro-interactions echo takeoff and landing. Signature visual devices, like the “Smile,” carry the warmth and curves of the aircraft into the digital experience, animating as users scroll. To bring depth and precision to the brand’s motion and technical storytelling, we partnered with INK Studio to execute a suite of high-fidelity visual assets. Working from the brand system, INK produced 3D animations, 3D stills, and schematic-based 2D animations and illustrations—translating complex engineering into clear, cinematic moments across digital, experiential, and communication touchpoints.