The challenge
Joby Aviation had already created something extraordinary — all-electric air travel, designed for everyday life. What they needed was a brand as visionary as their technology.
So how do you elevate the act of flying into something that stirs wonder? You bring it back to the golden age, when taking to the skies still felt like a dream.
Envisioning a new era
The rebrand was driven by a strategic shift from product to brand, and from aircraft to experience. This evolution set the stage for Joby’s landmark U.S. launch in 2026. We reimagined the full ecosystem, spanning strategy and messaging, visual identity, digital experience, and more.
1.1
Color System
A flexible color system bridges future and past. Core blues evoke open skies and optimism, while sun-washed oranges reflect Joby’s Californian roots. Supporting hues extend the system, allowing the brand to adapt across environments, footage, and moments while balancing heritage with possibility.
1.2
Typography
Custom-designed with Briton Smith at Family Type, the letterforms draw inspiration from the golden age of flight, reinterpreted for clarity, legibility, and motion across modern applications. Aerodynamic shapes and subtle historical references, including the distinctive “b” in Joby, nod to aviation’s heritage, while custom numerals and glyphs are engineered to perform wherever the brand lives.
1.3
Brand in action
From app screens to billboards, a restrained system of color, typography, and flight-inspired forms translates Joby’s vision into real-world moments.
1.4
Social Media
Built for speed and attention, we designed scroll-stopping social templates that carry Joby’s energy into the feed. Each frame is crafted to spark curiosity, build momentum, and hint at what’s coming next.
1.5
Wayfinding system
We designed a cohesive wayfinding system that brings Joby’s brand into physical space, using clear, intuitive signage to guide people confidently to where they need to go.
3.1
Diagram Illustrations
A range of technical diagram illustrations explain how Joby’s aircraft operates, from motor rotation to propeller configurations. The work extends beyond the aircraft itself, marking our first collaboration with an architect to envision concepts for Joby’s future proprietary skyports.
04
3D Assets
Capturing the way flight feels
3D Assets
Animation allowed us to choreograph camera moves around the aircraft’s design — revealing the battery, fuselage, and other innovations with intentional lighting and framing.
05 Website Design
An experience in motion
The Joby website was also designed to mirror the experience itself. Photography creates the illusion of liftoff, text rises and recedes like a climb into the sky, and 3D animation brings the aircraft to life with fluid, dynamic motion.
An experience in motion
From photography that creates the illusion of liftoff to text that rises and recedes like a climb into the sky, every scroll reveals carefully considered details.
06
Conclusion