Design Partner · 2013–2024
From 2013 I was closely involved in shaping Victor's digital presence – from early charter request flows through to the website redesign that introduced the search-led homepage, and everything that followed over the next decade. The search bar in the hero, the conversion-first layout, the visual language that made private aviation feel transparent rather than opaque: that was the foundation everything else was built on. The core design concept survived multiple tech migrations and is still visible on the site today.
I joined Victor when the company had around six people, and worked with them through their growth to a team of 200+, first in-house and later as a long-term design partner, as the company expanded from a London startup to a transatlantic operation. Working within a live transactional booking environment, I collaborated closely with product, engineering, marketing, sales and commercial teams – contributing to the booking platform, supporting the launch of the iOS app, and ensuring cohesion across web, app, email and offline brand surfaces.
The creative challenge throughout was consistent: a brand that had to live in two registers simultaneously – premium enough to appear in HTSI, Country Life and Robb Report, and accessible enough to convert a first-time booker on their phone at 11pm.
Over ten years, the brand touched a lot of surfaces: a print advertising estate across 100+ publications and six markets, a transactional web and app experience, a weekly email programme, transactional emails, an in-house luxury magazine, B2B sales materials, and a set of new sub-brands. Keeping that coherent – without losing the visual soul of it – as the company scaled was the main job.
What I owned: Brand identity · Website & Landing Pages · App UI (Victor Echo & Main App) · Email Systems · Print Advertising · Editorial (Victor Magazine) · Subbrands (Victor+, Victor HR, Alto, Voices, Music, Business, Rescue, People Places Planet, Carbon Reduction) · B2B Sales Materials · Social Media · Partnership Design · Brand Photography Direction
Website Redesign & Web Design
From 2013 I was closely involved in shaping Victor's digital presence – from early charter request flows through to the website redesign that introduced the search-led homepage. This was early-stage, high-stakes work: a premium product in a category where the competition was either opaque or dated. The site had to feel like a tech company and a luxury brand simultaneously.
The central UX decision was a search-led hero – clean, minimal, conversion-focused. Inspired by how Airbnb had simplified holiday rental, the idea was to remove every barrier between a first-time visitor and a quote request. No clutter, no confusion about what to do next. Just the search.
From that redesign I contributed to web design across the entire growth period – landing pages, app promo pages, campaign pages, carbon and sustainability pages and the main website evolution through to 2024. I maintained a consistent visual language across a site that was constantly growing and changing. Each page lived in a live transactional environment, built close to engineering, designed to convert.
The search-led hero concept has proven resilient – surviving multiple tech stack migrations and website redesigns over more than a decade. It was removed at one point and later reinstated, which is perhaps the clearest validation that the original UX decision was successful. It remains the primary conversion mechanism on the site today.
The search-led hero concept has proven resilient – surviving multiple tech stack migrations and website redesigns over more than a decade. It was removed at one point and later reinstated, which is perhaps the clearest validation that the original UX decision was successful. It remains the primary conversion mechanism on the site today.
Brand Photography & Image Direction
Victor's visual identity was anchored by a series of composite brand images — private jet photography from our own airport shoots, placed into city and destination backgrounds sourced and selected for each campaign.
I art-directed several of these images: selecting jet photography, sourcing and evaluating location backgrounds, creating rough composites in Photoshop to brief the retouching agency, and managing feedback through to final approved files. Other images in the series were directed by the founder and CMO. The resulting campaigns ran across 100+ publications and every digital channel for the better part of a decade.
Campaigns included: Marina/Monaco, New York City day and night, Dalmatian Coast, Miami/Ocean Drive, London Business, Music Industry, and the Clive Jackson CEO portrait series used in FT Weekend and HTSI.
Print Advertising
A print advertising estate that ran simultaneously across 100+ luxury publications in the UK, Europe and US — Financial Times, HTSI, Country Life, Robb Report, Forbes, Wall Street Journal, Handelsblatt, Le Figaro, Spears, Elite Traveler. Every ad was adapted for the publication's dimensions and tone, while maintaining Victor's visual system.
Over eight years, the brand photography evolved through several distinct campaigns. I designed for every format: DPS, single page, half page, tip-ons, advertorials. The challenge was maintaining a consistent brand voice across formats that ranged from a full-page FT Weekend spread to a half-page in a regional business title.
Sustainability Communications – a brand story, not a badge
When environmental criticism of private aviation peaked, Victor didn't go quiet. I designed the full communications programme that positioned them as the industry's most transparent operator — moving from a single email signature (200% carbon offset, 2019) through a printed Special Report, to the 'world's first carbon-negative flying' brand position in 2021, to a partnership publication with Neste on sustainable aviation fuel in 2022.
Each piece had to be credible to sustainability organisations while still feeling at home in a luxury brand context. The visual language needed to carry weight — it was doing strategic, not just decorative, work.
Email – a programme, not campaigns
Over eight years I designed hundreds of individual email campaigns for Victor — but more importantly, I built the system that made them possible at pace. Templates, modular image structures, a consistent type/colour hierarchy that could flex across events (Monaco Grand Prix, US Open, Coachella), partnerships (Alto, Burgess Yachts, Net-A-Porter), and markets (UK, US, Europe).
The catalogue runs from 2016 to 2024 and includes weekly sends, triggered flows, seasonal campaigns and co-branded partnerships. Volume and consistency, without the work looking like a factory.
Social Media
Instagram grid planning, LinkedIn campaign visuals, Facebook ad formats, story templates, and the full social media image system — including templates the wider marketing team could use to maintain consistency at pace. The grid planning work shows the brand thinking: Victor's Instagram feed wasn't individual posts, it was a curated visual environment.
Victor Magazine
Victor published an in-house print magazine distributed to clients and used in B2B contexts. I was involved in the design of multiple issues — covers, feature layouts, advertising integration. An editorial challenge quite different from campaign work: building a luxury editorial voice inside a brand that was primarily digital and transactional.
Victor+ – Subbrand Design
Victor HR Subbrand
A separate brand identity for Victor's internal HR and people team — same challenge as Victor+, different audience. Internal branding is often an afterthought; here it had its own visual system, documents, and communication templates.
B2B & Partnerships
Victor's business included significant corporate and partnership sales — to companies including AMEX, UBS, Deloitte, Jaguar Land Rover, ABInBev, and partnerships with Burgess Yachts, Net-A-Porter, Shangri-La, Run-To-Monaco, StayOne, Mandarin Oriental, Auto Vivendi, Formula 1, Dior, Savoy and Neste. I designed the sales presentations and co-branded materials for these. Different creative register to consumer work — more data, more credibility signalling, less aspiration.
Brand Documents & Print Collateral
Media kits, press kits, business cards, welcome letters, boarding passes, gift cards, booklets and branded print — the full range of brand touchpoints at the physical level.
Other Victor Visuals
