Air.inc

Air is a creative operations system for creative teams, designed to unlock creativity through image recognition, automated versioning, and approval workflows.

Air approached us with a challenge: their creative strategy and product were more than a few paces ahead of their web presence. Air’s existing digital platform lacked the sophistication, and ease of use of the software.

In collaboration with FOOD, we adopted a parallel process of brand development and user interface prototyping to test and iterate at speed.

This integrated approach allowed us to move away from the typically heavy page structure and fluffy copy found in product marketing, focusing instead on interactivity and immediate impact.

By radically simplifying the user journey, removing friction, and reducing content complexity, we put Air’s core features and purpose front and centre, enabling truly intuitive navigation.

We transformed the website into a virtual playground where animation and interaction is used as a powerful tool for communication, not just decoration.

Interactivity was treated as a narrative enhancement from the outset rather than a second thought, allowing us to tell Air’s story in the most compelling and playful way. The resulting site adapts as you explore, offering an interactive and responsive experience that captures and inspires all types of creators.

To echo the effortlessness of the Air platform, we prioritized transparency and clarity in both the copy and the creative direction.

The light and airy user interface simulates the feeling of using Air itself, with minimal visual clutter. This design philosophy, combined with rapid load times, creates a spacious, weightless feel that is both visually elegant and technically efficient, giving users space to breathe.

Air’s new website is a digital space that reflects Air’s ethos — expressive yet effortless, inspiring yet practical — where creativity has room to take flight.