Enabling brand and website excellence in aviation

Wings GSE are aviation experts, specialising in ground support. They supply and distribute the UK’s largest collection of aero engine stands, tooling, and aircraft spares. Wings approached Silverback® to create a new visual identity, website, and aligned strategy. The project began with an in-depth understanding of their business, leading to a clear strategy and a set of brand values that underpin everything they do.

The brand strategy shaped Wings’ new logo and identity. The updated concept retains elements of their previous branding for continuity but elevates the design. It combines clean sans-serif typography with a vibrant teal colour palette. The new ‘wings’ also are used as a device to hold imagery or copy. Paired with visuals of vibrant skies at dusk or dawn above the clouds, the new identity evokes calmness, aspiration, and a connection to the aviation industry.

The rollout of the brand included a new website, social media posts and a brand book. The website highlights Wings’ products and services through engaging visuals, including videos, motion graphics of skies and aircraft engines. To emphasise their global presence, an animated spinning globe features on the logistics page, the clean, modern website perfectly aligns with the new identity and positions Wings as a forward-thinking, innovative business.

The new website and brand launch was a success, Wings’ refreshed identity sets them apart from the competition. We’re proud to continue working with the Wings team as their creative partner and are excited to support their growth and future endeavours.