The brief:
As a team, create a name and visual identity to support the ‘Capture-to-reuse’ product by The Tyre Collective. Demonstrate the identity across example campaign materials that build awareness of the tyre pollution problem and explain the benefits to the audience.
This brief was set by Dyson and The Tyre Collective.
Our Focus
Aircrafts wear through tyre treads when they take-off and land, distributing microplastics into the earth's ecosystem.
Virgin Atlantic has been a sustainability leader in aviation for more than 15 years yet wear through 2000 tyre treads a year. By installing this product, Virgin Atlantic would become the first airline with zero tyre emissions, setting the sustainability standard for all airlines and would educate flyers on tyre wear pollution.
Visual identity
The definition of Amass is 'the gathering together of materials over a period of time'. Amass focuses on the microplastic capture technology that gathers tyre wear particles.
The logo embodies the technology of the product, mimicking the collection of particles from the tyres right at the wheel.
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Tyre sculpture
An aircraft sculpture made from airplane tyres in the Virgin Atlantic terminal forces flyers to visualise a portion of the 2000 tyre treads that are worn away each year. It would highlight how Virgin Atlantic is at the forefront of sustainable airlines, proactively combating the issue of tyre wear microplastics, setting the standard for all vehicles.
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Touchpoints
The imagery of the tyre sculpture can be used across a range of touchpoints throughout the flyer’s journey to bring attention to tyre wear microplastics. This continues to assures the passenger that Virgin Atlantic is the correct airline to fly with. One that is reliable, eco-conscious and forward thinking, all because of the Amass that has been installed.
