AirTree engages early and stays late, helping founders through the uncertainty and growth involved in building a company. In person, that relationship felt human and approachable. Its existing identity felt colder and more data-driven than the people behind it.

The task was not to make AirTree louder, younger or more provocative. It was to make its humanity visible and create a brand in which founders could recognise themselves.

We built the identity around the idea that Australian and New Zealand ingenuity is worth celebrating. Colour, iconography and graphic elements draw from the region’s resilient and adaptive life, giving the brand a sense of place without relying on familiar national symbols. A motion system symbolizes growth and change. Photography pairs city imagery, representing what people deliberately build, with country imagery, representing an unbridled ability to thrive in harsh envionmemnts. Together, they give AirTree a consistent point of view across investment content, founder stories and events.

The identity launched across the website, motion, social templates and ongoing communications in February 2025. It is warm enough to reflect the experience of working with AirTree and structured enough to handle serious investment content.