Kestrel Aircraft engaged us to rebrand the company as preparation for its public launch. They needed a new identity that could serve as the foundation for the brand as they finalized their flagship first product, a $3 million high-performance turboprop. The airplane is the brainchild of Kestrel CEO Alan Klapmeier, whose other innovations include the world’s first full-plane parachute. Kestrel is designing an entirely new kind of plane that combines luxury, performance, power, low fuel consumption, and versatility in a manner that is unavailable from any other brand.
As a small aircraft manufacturer, Kestrel’s success rests on brand penetration into audiences that are exceptionally affluent, with an appetite for calculated risk and disruption. This demographic informed our decision to develop a brand identity that would evoke luxury, power, prestige, and singularity—in equal measure.
To accomplish this, we drew on influences from military badges, high-end watches, and organic elements such as the feathers of the company’s namesake, the American Kestrel hawk. We also wanted to create a sense of lightness, to convey speed and the literal lightness of the aircraft’s carbon fiber airframe. The color scheme features burnt orange and black, which creates separation from Kestrel’s competition (which use more traditional red, white, and blue), and reflects both the hawk’s feather colors and the tanned leathers and polished wood surfaces used throughout the aircraft cabin.
As a result of Leap’s work, Kestrel was ready to fly at the OshKosh AirVenture, a major industry event and expo. Adrian Norris is the Co-Founder of Kestrel and was our primary contact at the executive level of the organization. "Kestrel Aircraft selected Leap to produce a new logo, website, brochure and company video - all to be ready within 10 weeks. They delivered everything on time, and within budget. They showed a real understanding for our needs, and we had a lot of fun working together. I look forward to collaborating closely as our company grows."