Volato
Agency
Red Antler
Role
Sr. Strategist & Copywriter
Year
2021
Scope
Naming, Brand + Verbal Identity, Messaging, Website
Context
Flying private promises to eliminate stress, but the category is bogged down by unnecessary restrictions and complexity, all sold through the same tired luxury tropes. Volato's founders arrived with a vision for an innovative, frictionless private aviation company, and needed a brand to match
Positioning
For the world’s most discerning travelers, five-star hospitality is the baseline, not the differentiator. They value experiences that anticipate their needs, respect their time, and keep them moving forward. While competitors focused on the status of flying private, we focused on the momentum it unlocks. Volato would pair personalized, high-touch service with radical transparency to make every journey feel seamless.
The Work
We created Volato, a name inspired by the Latin volare, meaning “to fly” or “to soar.” Unlike the category’s literal, aviation-heavy names, it feels elegant, fluid, and rolled off the tongue, an implicit nod to the frictionless brand experience.
The brand system and digital experience we created followed suit, with a light, airy, and graceful need which contrasted the category’s expected “luxury” cues. The icon, a small but mighty dragonfly which is powerful, precise, and agile in flight, embodied Volato’s innovative approach and was a subtle nod to its smaller sized fleet.
