{"id":47320,"date":"2025-07-22T18:00:00","date_gmt":"2025-07-22T09:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=47320"},"modified":"2025-07-22T08:32:41","modified_gmt":"2025-07-21T23:32:41","slug":"air-digital-asset-management-saas","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/07\/22\/air-digital-asset-management-saas\/","title":{"rendered":"Air, a digital asset platform that resembles the sky"},"content":{"rendered":"

This is a brand design collaboration between 'Air', a cloud-based digital asset platform for creators, and Richard Tully. This project focused on breaking the mold of flashy brand renewal, focusing on the essence, and creating 'Space to Breathe' through restrained design.<\/p>\n\n\n\n

Tully\u2019s team explored the direction by drawing hundreds of \u201cA\u201ds on various materials. The conclusion they reached was that \u201cthe best rebranding is the one that is barely rebranded.\u201d They revisited Air\u2019s original A logo and refined its shape a bit more. Whereas the A used to look like an S, it was reborn as a new A that reflected a human identity. The visual identity expressed the brand\u2019s freedom and freshness by using the texture of the sky as a motif.<\/p>\n\n\n\n

The brand\u2019s new face is playful and introspective, with comedian Karim Rahma as \u201cchief imagination officer\u201d and a Dropbox-targeting performance. In fact, the first draft of the new A logo was reportedly a random doodle on the back of a boarding pass while flying over the Atlantic Ocean. It wasn\u2019t intentional, but it felt inevitable, Turley says.<\/p>\n\n\n\n

Air's brand guide is a whopping 254 pages long and covers strategy, typography, emotional gradients, cloud animations, and more. It shows a serious approach to brand strategy, but at the same time, it doesn't hide its wit in parodying this seriousness.<\/p>\n\n\n\n

The 'Space to Breathe' campaign, which is the core of this rebranding, focuses on relieving the physical and psychological pressures that creative teams experience while working. It makes it clear that Air's mission is to solve the many work-related difficulties that take away creativity in busy creative environments. To this end, we collaborated with artists Paul Raffaele, Bobby Bertissi, and Ryan Mack to visually capture the real emotions of the creative community.<\/p>\n\n\n\n

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More and Sources<\/h2>\n\n\n\n