Identified · Brand and positioning
Winggo
A sustainability news site for the aerospace industry, launching into a field full of trade press. We designed a brand readers would recognize before they knew the name.
The situation
A new publication covering sustainability in aviation and aerospace, for readers who know the industry well and have seen plenty of green claims that did not hold up.
What we did
Designed an identity built around a mark that stands on its own, and an editorial system for articles, social and newsletters.
Where it stands
A brand ready for launch that looks like a source worth trusting from the first headline.
01 / The problem
In sustainability news, trust is the product.
Winggo's readers are engineers, operators and decision makers who can tell real progress from a press release. A new outlet has to look credible to them on sight, or the reporting never gets read.
It also has to be recognizable in places where the name is small or missing: a shared link, a thumbnail in a feed, a quote in someone else's post.
02 / The approach
A mark that does the work on its own.
We designed the mark to be identifiable at any size and without the wordmark beside it, so the brand travels wherever the stories do.
Around it we built a restrained editorial system: one that keeps the focus on the reporting, reads as independent rather than promotional, and stays consistent across the site, social and email.
Readers judge a news source in seconds. The brand had to pass first.
What we did for them
- Logo and mark
- Color and typography
- Editorial design system
- Social and newsletter templates
- Brand guidelines
Your turn.
If this reads like the position you are in, the conversation is short and the first thing we bring is a point of view, not a questionnaire.