Elevating Innovation: Designing the Future of Commuting
Renders by Clément Simon of ONMOTIO
The branding and design work for Hollocraft was a comprehensive project I led through my studio, Steuerhaus, from the company’s inception. This collaboration began with foundational decisions like selecting the name and evolved into a deep, ongoing partnership. After conducting a brand workshop to crystallize the vision and identity of Hollocraft, the client was so thrilled with the results that they brought me on as Design Director, allowing me to contribute both as a creative lead and a strategic partner while continuing to run my studio.
Objectives
Foundational Branding: Guide Hollocraft from name selection through the creation of a cohesive brand identity that would resonate in the eVTOL (electric vertical take-off and landing) market.
Human-Centered Design Advocacy: Integrate user experience and human-centered design principles into every touchpoint, from the brand to the Hollocraft 826 prototype.
Engage and Attract Investors: Position Hollocraft as an innovative and accessible eVTOL solution, generating excitement and credibility within the tech and investment communities.
Process
Name Selection and Brand Workshop: Starting with name selection, we explored terms that would capture the pioneering spirit of the eVTOL sector while remaining approachable. Following this, I led a brand workshop with key stakeholders, allowing us to define Hollocraft’s values, mission, and unique market position. This collaborative process gave the team a clear vision and direction, resulting in a brand identity they felt confident would stand out.
Technical and Brand Alignment: My experience working directly with engineers at National Instruments—and with my engineer father—helped me bridge the gap between technical development and brand strategy. I participated in technical sessions for the Hollocraft 826 prototype, ensuring that brand priorities were considered alongside engineering decisions.
Hands-On UX and Human-Centered Design: I applied my expertise in user experience and human-centered design directly to the prototype of the Hollocraft 826. This included designing with end-users in mind, ensuring the eVTOL would not only be technologically advanced but also intuitive and comfortable for future users.
Unveiling at Austin Tech Week: Hollocraft recently debuted at Austin Tech Week, showcasing the 826 prototype in a VR experience powered by Unreal Engine. Attendees were able to experience “flying” in the Hollocraft, generating excitement and capturing the attention of investors, which has led to current funding discussions.
Outcomes
Strong Brand Foundation: The initial branding and strategic clarity created through the workshop allowed Hollocraft to move forward with confidence, establishing a unique, compelling identity in the competitive eVTOL space.
Successful Prototype Development: The blend of technical insight and human-centered design led to a prototype that feels both innovative and accessible, aligning with Hollocraft’s mission to make eVTOL technology approachable for everyday users.
Investor Interest: The unveiling at Austin Tech Week, combined with the immersive VR experience, generated substantial investor interest. The brand’s engaging and user-focused presentation has led to funding conversations that are ongoing.
This partnership, from brand creation to hands-on design leadership, allowed Steuerhaus to support Hollocraft’s vision every step of the way, positioning them as a leader in eVTOL innovation. The project exemplifies how a brand-first, human-centered approach can drive excitement, engagement, and growth for emerging technologies.
Hollocraft's unique transition flight system in action.