Opportunity

Formerly known as Helicopter Association International (HAI), the organization had long been the leading voice for the vertical aviation community. But the industry was evolving. New aircraft, new technologies, and new operators—across tiltrotors, eVTOLs, and other VTOL platforms—were reshaping what vertical aviation meant.

A helicopter-centric name no longer reflected the full breadth of the industry—or everyone the organization aimed to serve. As a result, emerging segments didn’t always see themselves in the brand, creating friction for engagement and a growing risk to long-term membership growth.

To continue leading—and to welcome the full vertical aviation ecosystem—the organization needed an identity that was inclusive by design and unmistakably future-facing. VAI turned to Yes& to help make that shift real.

Insight:

This was more than a name change or visual refresh. We saw an opportunity to remove barriers and open doors by redefining how the organization shows up for its members—expanding not just who it represents, but how it connects.

By evolving, the organization could clearly signal that all VTOLs—and all who power them—belong. That clarity creates momentum: for relevance, for growth, and for connection.

Solution

We led a comprehensive brand transformation, starting with a new name and identity that expanded the organization’s promise to include the full vertical aviation ecosystem.

But the work didn’t stop there. We reimagined how the brand shows up everywhere members engage. Publications were refreshed to reflect the evolving industry. Events were redefined, including the launch of Verticon, a new flagship experience designed to unite all of vertical aviation under one inclusive banner. And across every touchpoint—communications, digital experiences, and in-person moments—we ensured the brand promise was clear, welcoming, and consistent.

The new identity was brought to life through a redesigned, mobile-first website centered on a personalized Member Dashboard, integrating association data to deliver relevant content based on individual interests. From first interaction to long-term engagement, the experience now reinforces belonging, value, and momentum for every member, no matter where they sit within vertical aviation.