for
Sofar
The Westchester-based private aviation company
Services
Design, Language
Team
Photography by Matteo Mobilio
New heights
Sofar is a private aviation company operating out of Westchester Airport. When the brand first approached Abbreviated Projects, they called themselves Melman Aviation, and had an unwieldy identity based around a giraffe mascot. Our team was tasked with developing a new name, tagline, and identity that their team of design-conscious pilots could fly with pride.
English at its most aerodynamic
After an extensive strategy and brainstorming process, we landed on the minimalist moniker Sofar, accompanied by the tagline “Make it anywhere,” a play on the iconic New York expression: “If you can make it here…”
Iconic at any altitude
The new identity feels sharp, fast, and graphic — looking stellar on a top-of-the-line jet turbine. In line with our less-is-more philosophy of branding, we offered Sofar a concise system of parts that looks smart across a virtually infinite range of contexts, from site and social to in-flight amenities.
Preparing for takeoff
Advising on activating the brand across uniforms, aircraft livery, and communications, we served as Sofar’s external creative consultants as they set their sights on new horizons as a brand and carrier. This was the first of a series of Abbreviated projects in the private aviation industry.
The ultimate wingmen
“The Abbr. Projects team was fantastic from start to finish. We had full trust in their abilities and they fully delivered.” — Kevin Rivera, Pilot and Creative Lead, Sofar
