Cactus Aviation
Roles: Creative Director / Designer
When Las Vegas-based Cactus Aviation came to me to develop their identity, they had just gotten off the ground, so to speak. They wanted to convey that flying with them was fun, safe, and comfortable – not the easiest thing to do when you’re named after a prickly, painful plant. To solve the problem, smooth, elegant typography minimized the connotations of danger.
Soon, users saw the word “cactus” as a brand rather than a description. Additional layers in the identity materials expressed a feeling of nostalgia and Americana, recalling the days when kids played with vintage toy airplanes and dreamed of becoming pilots. Shown are other design explorations, including a helicopter-centric mark.
