A branding challenge like no other.

Jetman was a truly unique brand—one with no direct competitors, no clear benchmarks, and no category to reference. While it loosely aligned with the aviation industry, the technology was groundbreaking: a human flying with a wing strapped to their back. With no precedents to draw from, the challenge wasn’t just branding—it was inventing a visual identity from scratch.

Through multiple sessions with inventor Yves Rossy and the Jetman team, we uncovered a second layer of complexity: the wing itself had no fixed shape. It was constantly evolving, making it impossible to base a symbol on a singular form.

Our goal became clear—to design a timeless symbol that captured the essence of human flight, without being limited to a specific wing design. One that could adapt and endure, much like Jetman itself.