Personal aviation made more personal

Cirrus Aircraft has redefined personal aviation, creating the world’s best-selling private aircraft—the SR Series and the Vision Jet. But they aren’t just building aircraft, they’re pioneering the future of flight. Through advanced flight training, intelligent technology, and an uncompromising commitment to safety, Cirrus is shaping the next generation of pilots and aircraft owners. Their ambition? To make flying more accessible, more intuitive, and safer than ever.

We began our partnership with Cirrus Aircraft in 2022 by immersing ourselves in their world—learning the unique industry language, speaking the acronyms of aviation and taking flight to see firsthand what the “Cirrus Life” really means. From the hangar to the cockpit, we worked alongside Cirrus teams to understand the complexities of fleet management, flight safety, and the expectations of both seasoned aviators and first-time pilots. From day one, the work was collaborative and hands-on, grounded in deep research and a shared ambition to evolve every part of the digital experience.

Our collaboration took off with a critical initiative—supporting United Airlines’ acquisition of 50 Cirrus SR20s for their training center in Goodyear, AZ. We helped Cirrus define the strategy and build the tools to manage this growing fleet, including designing an advanced digital platform with real-time aircraft tracking, predictive maintenance features, and enhanced safety monitoring.

This established a foundation upon which our partnership expanded, leading to Cirrus IQ V2, a next-generation app that gives individual aircraft owners and pilots a more intelligent, connected experience. Our work involved upfront strategy to define the user journeys across owners, pilots, maintenance crews and fleet managers. From there we identified opportunities for how to make complex information feel intuitive and facilitate a better user experience for each of these audiences. This informed the branding and digital design we developed for IQ, artfully expanding Cirrus’ brand language into the digital space to create a powerful tool that now offers real-time aircraft status, flight history and performance scoring. The result is an immersive digital ecosystem that brings pilots closer to their aircraft, helping them fly smarter and more safely. 

This has been a multi-year, multi-phase partnership, with the Cirrus IQ™ app having launched in 2025. Every step was driven by deep insights, immersive collaboration, and a deep commitment to understanding the user experience. Cirrus Aircraft has always been ahead of the curve, and together, we’re setting new standards in aviation. Whether shaping the next evolution of flight training or designing seamless digital experiences that empower pilots, our work with Cirrus is more than design—it’s about pioneering what’s next.