Timeline
Fall 2024
Category
Branding, Marketing
Project Overview
Some stories deserve more than strategy. They deserve reverence.
When we were invited to help build the brand identity and online presence for Flight Aesthetics + Salon, we weren’t just designing a logo or building a website — we were helping one woman carry a love story into a new chapter of her life.
Founded by Robyn Zemek, a former flight nurse turned nurse practitioner, Flight was born in the shadow of loss. In early 2024, her husband Bryan — an Apache pilot — tragically died in a helicopter crash. In the midst of unimaginable grief, Robyn chose not to stand still. She chose to build. To create. To stand still in her faith and to honor a life that meant everything, by launching something new that could carry her forward.
The Storm Before the Lift
Launching Flight wasn’t easy. In fact, everything that could go wrong, did. Robyn was building a business while navigating the fresh pain of losing her partner. Her building renovation was hit with delays and setbacks. Machines she needed took months to arrive. The space she envisioned creating content in? Not finished when it needed to be.
There were days when filming felt impossible — nothing was in place, products were backordered, time was tight and grief was still raw. But Robyn showed up. She kept going. She trusted the process, even when the timing didn’t play fair.
And in the end? She delivered.
Building the Brand
The logo tells that story without a single word. The elongated “F” resembles a runway — a nod to their shared love of aviation — while the design creates two birds in flight. It’s symbolic of both their lives together and the courage it takes to keep moving, even when you’re carrying the weight of loss.
Robyn didn’t want something trendy. She wanted moody. Emotional. Beautiful in a way that felt earned. Her color palette — deep charcoals, grounded neutrals, and muted warmth — reflects that. It’s not just pretty; it’s personal.
Robyn didn’t want anything trendy or shallow. She asked for something moody — not in the melancholy sense, but in the way a cloudy sky can still feel full of light. Her color palette is rich, thoughtful, and grounding. Deep charcoal and muted neutrals balance the weight of her story with the warmth of healing. Every shade was chosen to feel intentional, elegant, and a little untamed — just like the woman behind the brand.
