Joseph Bayne
Design & Creative Direction

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Liquid Sun — Shaping a technology brand for the future of sustainable aviation


Role: Strategy, Graphic Identity, Creative Direction, Website Design
Photography & 3D: Ääri Liquid Sun is pioneering technology that transforms captured carbon emissions into fossil-free jet fuel. By “recoding” CO₂ into electro-synthetic aviation fuel (eSAF) using renewable electricity and hydrogen, the company is setting a new course for sustainable flight.

My role was to build a brand identity that reflects this ambition. The work ranged from strategic consultation, identity design, brand guidelines, website design, and creative direction across imagery and video.

The identity balances technical detail with transformative ambition. Clear, scaled typography gives a declarative voice to the messaging. A structured grid layout reflects their scientific roots, while a fluid logo and graphic symbols echo the process of electrolysis. A minimal palette of light and dark is accented with a vibrant blue and orange, symbolising the sky and the sun. Together, the elements form an adaptive system, built to evolve with the company.

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