Thunder owns the largest private fleet of helicopters in the UK, redefining what it means to travel with style, exclusivity, and freedom. No destination is out of reach. No request too bold. From exhilarating safaris through the untamed Scottish Highlands, to soaring above the fjords of Norway, or landing directly at the world’s most exclusive sporting events — every Thunder journey is nothing short of extraordinary.

Approached to craft the brand identity, our first step was to establish Thunder not simply as a service, but as an experience brand. One that captures the rare duality of flight: the serenity of being high above the clouds, and the intensity of anticipation as rotors cut through the air. It is a state where senses sharpen, time slows, and every detail is heightened — an escape from the ordinary into pure freedom.

What is the sound of Thunder? It is not a sight, but a feeling. Power made audible. We translated this into a visual system that shifted between two worlds: the expressive patterns of sound waves, and the mechanical rhythm of helicopter blades. These became the brand’s core visual pillars — a distinctive black-and-white identity that balances elegance with boldness. Stripped back yet iconic, it frames photography in a way that fires the imagination, embodying both tranquility and intensity in equal measure.