An energetic brand and website design for LanzaJet

Challenge

Ready to establish themselves as the foremost producer of sustainable aviation fuel (SAF), LanzaJet approached us to transform their brand. Despite the fact that they were building the first commercial SAF production facility in the world, other companies with blue-sky ideas and no real products were drawing more recognition.

LanzaJet is a technology company creating sustainable aviation fuel and renewable diesel from recycled waste and low-carbon sources. The aviation industry uses 100B gallons of fossil jet fuel per year and accounts for 3% of greenhouse gas emissions—and LanzaJet is committed to accelerating a net zero transition for aviation.

Insight

After getting to know LanzaJet's leadership team, we were struck not only by their breadth and depth of experience but also by their deep-seated sense of responsibility and selflessness. They had all left impressive roles to come together and try to make the world a better place to live. Their expertise also means that their technology is anything but aspirational; it works now, today.

We could easily see that their existing brand didn’t match the strength, passion, and industrial know-how of the team. They needed a forward-looking brand still rooted in the realities of the hard work they’re doing.

Solution

Through close collaboration, we created brand positioning, brand identity, and a new website design that honed in on what makes them special: their ability to blend big-picture strategy with technical expertise and a drive to do what's right. We reenvisioned their static brand as a dynamic blend of humanity and technology, using the team's energy and the industrial nature of aviation as inspiration.

Clarifying LanzaJet's personality

Their brand simply did not match their infectious enthusiasm for the decarbonization of the aviation industry. During our research and workshops, we got to know the team, what makes them tick, and how they want to be perceived in the future, and rolled all that into a brand platform that served as the foundation for the reimagined identity and design.

"This positioning work feels so connected to what we're trying to do. It's the reason I'm here. It feels like home." —Meg Whitty, VP of Corporate Relations & Marketing

Identity

Drawing inspiration from LanzaJet's SAF factory and their genuine care for the betterment of humanity, the identity strikes a balance between technical and human. It evokes "cutting edge" while remaining grounded in real people and real work. It also has a sense of stature that builds trust with customers and helps LanzaJet establish a global brand presence.

A stronger, more confident wordmark

We created a custom logo from the Monument Extended typeface that evokes the team's assertiveness and confidence. The 'L' and 'T' are cut with curved corners at a 45-degree angle and mirror each other, creating a bracketing effect that alludes to the idea that LanzaJet is zeroed in on the right solution at the right time.

Colors that stand out from the rest of the industry

The color palette is decidedly contemporary, leaning away from the ocean blues and greens of other clean-tech companies. Inspired by the nature and people LanzaJet is working so hard for, we chose warmer colors supported by cool neutrals, leaning into that balance of humans and technology.

Website

Extending the brand into the digital world, we designed and developed a flexible, extensible system for LanzaJet that will continue to grow with them. It showcases the strength of their brand, projecting a global organization, with many partners, focused on building a sustainable solution to pollution from the aviation industry.

We also brought the brand to life through a 90-second video to announce the opening of LanzaJet's first-in-the-world remote alcohol-to-jet plant. Shot on-location in Soperton, Georgia, the video frames LanzaJet's key messages and differentiators through the lens of the significant action they are taking in opening this plant.

Impact

Since the rebrand, LanzaJet has secured investments from Microsoft and a $30 million commitment from Southwest Airlines. They were also recently recognized as a TIME100 Most Influential Companies of 2024.

“I've been through this before with other groups in many different ways. I can honestly say you all have done a wonderful job with us.”—Jimmy Samartzis, Founder and CEO

Visit LanzaJet's website.