A Proud Arrival and Minimalist Endeavor
Creative Director
innovation meets altitude in this bold vision for HondaJet brand.
Done with
Gravity Global
2025
Situation
Task
Build a bold vision for HondaJet’s homepage that ignores the existing private jet industry and looks to it’s own ambitions for inspiration.
Action
Secured additional budget to bring in our 3D team, enabling us to create a more immersive and emotionally resonant experience.
Researched category-defining brands in aerospace and beyond, studying how the boldest players express ambition and innovation—drawing inspiration from Honda Zero to tap into Honda’s own pioneering spirit.
Defined a visual direction grounded in bold minimalism and Japanese heritage—balancing precision, elegance, and functionality to reflect the brand’s DNA.
Built a new storytelling architecture that celebrates science and technology, inspires pride and curiosity, and repositions HondaJet through a must-have brand expression that shifts perception and drives desire.
Results
When Honda introduced the HondaJet, they set out to solve real, practical challenges in private aviation—lower operating costs, improved fuel efficiency, and enhanced comfort. Built from the ground up with a clean-sheet design—including a custom GE co-developed engine and a composite fuselage—it brought genuine engineering innovation to market. The result was a distinctive aircraft with over-the-wing mounted engines, laminar air flow, and standout performance in its class.
But in a fast-moving, design-forward category like private aviation, performance alone isn’t enough. The original design prioritized function over form, leaving a gap in brand perception and emotional appeal. As competitors closed in on HondaJet’s early technical advantages, it became clear the brand needed to evolve.
Honda’s internal marketing team came to us to help reimagine the homepage—providing light creative direction and expecting standard executions. Instead, I saw an opportunity to lead. While a designer provided an expected variation, I took a bold leap—crafting a vision not just for a homepage, but for a new chapter of the HondaJet brand. The concept served as a strategic tool, helping their team gain internal alignment and build momentum for a more aspirational design and messaging direction.
Received enthusiastic response from our internal partners at HondaJet, who are now actively sharing the vision across their organization to build alignment and momentum.
