Project Summary
Client: Flyover Media Co.
Industry: Construction & Trades Media
Location: Kansas City, MO
Scope: Brand Strategy · Visual Identity · Color System · Mascot Development · Brand Guidelines
About the Client
Meet Flyover Media Co: a Kansas City-based media company that specializes in content creation for the construction and trades industry. At the time, their branding was okay. It just felt… well, too safe. It was going for “modern digital media company”, when it needed to feel like it belonged among builders and tradespeople. Something that felt worn-in, like a pair of work boots that have played in dirt and cement a time or two.
What I Did
I started things off with a virtual strategy workshop with the founder. I asked a bunch of questions to get a feel for the brand as if it were a person: not just what it looks like, but what it believes, how it talks, and who it shakes hands with. From there, I put together a roadmap for what Flyover’s brand should look like, including some mood boards to act as an aesthetic guide. Once the vibe was nailed down, I got to work on the design.
The focal point of the logo is the F mark: a custom design, made to resemble a spinning propeller as a nod to Flyover’s name and their use of drone cameras to capture the beauty of the build world. Everything from the full logo design, to the colors, to the fonts, and stationery templates was created to enhance that “Rustic Americana” aesthetic. Floyd, the brand mascot, brings a Fleischer-style personality to the identity that serves as a reminder that even serious industries have room for a little creative wonder.
The Outcome
Because this journey started with a conversation, I got to know who the brand was, and came up with a design that really captured the essence of the Flyover Media Co. brand. I was so confident in this design, that it was the only one I presented… and it was approved with no revisions. The new identity takes them from “we’re just like every other media company” to “we are THE media company FOR THE BUILD WORLD.” The founder has also since branched out into doing podcasts—a future goal he’d mentioned wanting to achieve with Flyover during our initial talks.
