With its electric vertical take-off and landing vehicle (think flying taxi), Archer is tackling traffic and pollution in heavily populated areas and shaping the future of urban air mobility. With an anticipated launch of 2024, Archer will allow people who live outside cities to make trips in 10-15 minutes that previously took an hour or more. We created a brand that builds excitement for launch, while grounding the futuristic vehicle in real life. We crafted the brand system to hero the exhilarating travel that Archer is making an everyday reality. The wordmark’s sporty aesthetic establishes a sense of momentum and movement, while the organic color palette creates a satisfying tension, evoking calm earth and sky. Conceptual illustrations form patterns that depict elements of flight, like elevation, speed, and propulsion, and arresting messaging infuses energy and drama. With a partnership with United and an order for $1 billion aircraft under Archer’s wing, we’re excited to see the brand propelling forward at full speed.