Branding for the future of human flight
During my employment with XDubai in 2014 I was introduced to Pilot Yves Rossy, inventor of the 100% autonomous human flight. As a Lead Brand Designer, I was tasked to turn the technological invention into a brand, give it an identity, across multiple platforms and communication touch points.
Brand concept development
Art & Design Direction
Apparel & pilot suits design
Flight gear, helicopter & wing branding
Digital agencies: Beyond, Ewaan Tech
Film production: Dubai Film
The idea and the challenge
The challenge working with something futuristic is it's ever-evolving nature. Jetman as a brand and technology has evolution at it's core. The shape of the wing, the operations and the technology was ever-evolving. The design challenge that comes with it is that we couldn't fix on a wing-shape to use it as a symbol.
The identity had to be a shape that symbolizes the future of flight and is not constrained to a strong shape of the wing.
Choosing the vibrant color from the brand color pallette, so that the Jetman pilots can be spotted while flying at a height. The suits were custom designed and crafted to endure air pressure and have minimal air friction.
The Jetman Protégé
In 2015, experienced skydiver Vince Reffet was introduced as the Jetman Protégé, making a Jetman duo soaring in the skies of Dubai among the tall sky scrappers
Films & Partnerships
Emirates: Hello Jetman (33 million views)
Jetman duo takes a flight next to an Emirates A380
Young Feathers (13 million views)
The Jetman duo takes on the skies of Dubai in film Young Feathers
LOFT: The Jetman Story (Norway)
Mission Human Flight - China
The takeoff (2020) (12 million views)
“First time a man has taken off from the ground and flown into the sky — The Verge
“A jetpack company just reached a major milestone in our quest to fly like Iron Man” — CNN
On Friday, February 14th, 2020: Jetman Vince Reffet took off, headed south towards Jumeirah Beach Residence Dubai, building speed and height. In 8 seconds he had reached 100 meters height, in 12 seconds 200m, 19 seconds 500m, and reached 1000m in 30 seconds at an average speed of 130 knots. At the end of a 3-minute flight punctuated by a roll and a loop at 1800m altitude, Jetman Vince Reffet opened his parachute at 1500m before landing back at Skydive Dubai.