Responses by Bruno Arizio, executive creative director, TinyWins.

Background: For Joby, an electric-powered air taxi, we’ve worked on many different dimensions of its brand identity from strategy to a comprehensive visual system. The brand ecosystem revolves around the impulse to fly and a new era of mobility that Joby is introducing to the world. This led us to the question: How would we turn all of that into a memorable digital experience that reverberates across multiple layers of the mobility space?

The website is for all of Joby’s audiences—customers, investors, regulators and the curious—as a typical first point of contact with the brand. It is where everyone will find out what’s going on in the Joby world; download the app; and get to know what the brand is about, what it’s working on and what it stands for.

In other words, our main goal was to generate interest by reintroducing Joby as a consumer brand and enforcing the concept that it is already in the market. It’s the leading brand for a new era of vertical mobility.

Design core: The Joby brand story is told through six different angles, each presented on a page with different storytelling devices to articulate. Not a single page is like the other, making the experience rich and revealing at every beat of the story.

The Experience page is the main driver, giving the user a taste of being pulled out from the middle of a city in and above the clouds. To accomplish this, we use image sequences and a scrolly-telling experience.

On the Technology page, we lead with a scroll experience to fly through the aircraft and have a look at its design from tail to nose, framing the most sophisticated angles of the aircraft. From there, we introduce a series of animated diagrams to showcase all the engineering ingenuity of the state-of-the-art aircraft.

On the Company page, timelines and scrollable image stack to reveal more of the brand world.

On Careers, we use an editorial canvas to illustrate what the company stands for regarding new hires.

On the News page, an accordion-like news format displays press items to viewers.

And finally, on the homepage, we combine a lot of different techniques and mechanics to act as a hub for all other pages. That way, every page introduces different mechanics for navigating and interacting with the content.

Favorite details: Initially, there was some hesitation from Joby around using 3-D to render the aircraft, since it’s not a concept—it already exists, flies and will be starting commercial operations soon. But we wanted the website to incorporate motion to take you, the viewer, on the Joby journey from street level to the sky. The render lets us do just that.

To bring that to life, we partnered with INK Studio to develop the cinematic CGI sequences that guide the viewer through the experience of flight. Those assets became a core storytelling tool across the site, with some renders even used as still imagery because of how compelling they were. At the same time, we balanced those moments with photography—working with production company Apostrophe and photographer Justin Chung—to ground the brand in everyday life.

From there, motion and microinteractions carried the same idea throughout the site. Kinetic typography, animated diagrams and subtle transitions all followed the same principles rooted in the visual identity, reinforcing the sensation of lift and movement. In many ways, the website became the most complete expression of the system.

Challenges: Definitely the content handling side. We designed, created and curated more than 95 unique pieces of content, including complicated animation sequences and complex diagrams—every single one of them was uniquely designed for this experience, either with illustrators, photographers or 3-D artists.

We created more than 90 percent of the content on the website, which took us about six months. The process required dedicated work and coordination across multiple timezones to come up with every single asset while making sure each one was going through the level of craft we were hoping for. No asset you see on the website uses AI. We achieved our most dedicated ambition of crafting every single detail.

Navigation structure: Each of the website’s six facets presents the brand world of Joby through a different perspective, with the Experience page leading the story from a consumer standpoint. We also layered the navigation by prioritizing the level of immersion on each page. The Home and Experience pages are all about discovering the brand; therefore, they lead in immersion. The other pages stem from an investigative mindset, allowing the user to dive deeper into what they are after. So, we designed them to be more functional. Balancing immersion and functionality, we worked on a way to ensure that the user would discover novel ways to consume the content on every page, introducing multiple mechanics to maintain attention and interest throughout the narrative.