Innagen
Launching a new brand and website for world-first tech set to transform the future of food
Vertical
Powering up the brand experience for pioneers of zero-emissions flight
The dream of flight is as old as humanity. From winged gods in ancient mythology, to the invention of the kite and da Vinci’s soaring sketches — the idea of taking to the skies has always captured something deep within us. In 1903, the Wright Brothers flew the first powered aeroplane. Their blueprint has guided aviation ever since. But with the world now facing a climate emergency, it’s time for a new approach.
Vertical is pioneering electric flight to shape a more sustainable future for aviation. UK-based and collaborating with world-leading aerospace partners, their mission is to make zero-emissions air travel accessible, affordable, and real.
We partnered with Vertical to elevate their brand experience — helping position them at the forefront of this new era in flight.
With public flights on the horizon, Vertical needed a modern brand and website that appealed not only to commercial partners and investors, but the general public, too. The challenge was to shift the concept of electric air travel from fantasy to reality. And to create a brand and digital experience befitting a company on the brink of revolutionising aviation.
A New Dawn of Travel
Informed by nature, the colour palette draws inspiration from the sky at different times of the day; combining warm oranges with blue hues. Gradients are used to reflect the notion of new dawn, and, in digital applications, they gently shift like clouds across the sky. Tied to the local time of day, gradients seamlessly cycle from dawn to dusk.
As a way to express the technical and engineering prowess of the company, a new typographic system and bespoke suite of iconography was developed in unison.
The Future Has Landed
Working with our CGI partners, renders of the VX4 are used to help visualise the aircraft in action within the locations where Vertical will operate. Meanwhile, photography offers a glimpse of the work that goes on behind the scenes to make electric flight a reality. With a documentary-like art direction, images are a contrast of wide-angle compositions and tightly-cropped action shots. Playing with depth of field and obstructed framing devices make it feel like the viewer is a part of the action.
The Future Has Landed
Giving the Online Experience Lift
We designed and built a new digital platform to reflect Vertical’s future-focused vision — while introducing the concept of commercial eVTOL flight to a broader audience.
Built from the ground up, the site is visually led. A clean, minimal framework puts the aircraft centre stage, showcasing world-class aeronautical design and engineering.
There’s a quiet confidence to the design, paired with a crisp, purposeful tone of voice that nods to the brand’s British roots.
Motion brings momentum — upward and forward. Scroll-based transitions and subtle interactions guide visitors through the experience, offering a smooth journey and a considered landing.
The past few years has seen Vertical transform from a fledgling manufacturer to leading the industry, and Fiasco helped us breathe life into the visual identity, experience and platform to revitalise and reach new audiences. We are thrilled with the result. We have an identity and website that finally does the Vertical brand justice.
Sarah Keegan, Head of Brand Marketing
