Cleared for take off

We drew inspiration from Amber Aviation’s Chinese name 天成 which roughly translates to “naturally formed”. Like a gemstone, Amber is created in nature and takes years to form. Although a start-up, the Amber Aviation team have unrivalled experience in the industry and had worked together over many years.

This idea, along with our findings from a brand workshop, acted as the basis for our work to create a brand language and visual expression.

The distinctive ‘A’ mark captures the concept of Amber’s innate leadership, and speaks to being an aviation partner for guaranteed success. It gives a sense of flying high over mountains and seas. It can also be viewed as a top view of a jet nose and cockpit window. The movement expressed in the mark captures Amber’s values of flexibility and transparency.

Everything about this identity is bespoke. The letters formed in this sans serif typeface were crafted to project the brand’s personality and sophistication.

With a large Chinese audience and growing international user base, our challenge was to create a user-centric website experience that was tailored to different users’ specific needs. The goal was to create a website that serves as a brand tool to attract customers as well as industry talent.

We created user personas, identifying user goals and mapping user journeys to create a pleasing user experience.

A seamless interaction when transitioning through service pages delivers the sense of an intrinsically connected service platform.

Capturing authentic and dynamic imagery was essential in communicating the essence of Amber, and in creating a visual tone that accurately represents their value proposition.

Sedgwick Richardson x Stylus Studio

The office environment is where the Amber brand can really come to life and be experienced. It was imperative to design a space that supported the values of “flexibility” and “transparency”, encouraging a fluid spatial experience.