Client: FreeFall Aerospace
Role: Creative Director, Communications Strategist
The challenge: create a design system that could flex across investor decks, government proposals, missions, and public engagement campaigns—while maintaining clarity, cohesion, and inspiration.
Deliverables: Branding, Merch, Tradeshow Displays, PR Graphics, Campaign Concepts, Visual Systems
FreeFall Aerospace, a new space startup from the University of Arizona, began developing innovative antennas for satellite communications.
Led by CEO Doug Stetson, previously of NASA JPL, and Chris Walker of the University of Arizona, their existing brand did not reflect their expertise and the new antenna technology.
Due to my extensive experience with branding and design, Tech Launch Arizona recommended my creative services to FreeFall.
Due to my extensive experience with branding and design, Tech Launch Arizona recommended my creative services to FreeFall.
I met with the CEO and discussed the company's vision for the future.
Immediately, I led market research, learned more about the space industry, and began sketching creative concepts.
This inflatable antenna proudly displayed the FreeFall brand along with the University of Arizona, 160,000 feet above Earth!
Creative Strategy
FreeFall’s brand needed to convey innovation and intelligence. I focused on developing a clean, forward-thinking aesthetic grounded in technical precision. The goal was to visually unify their messaging across multiple touchpoints, while remaining agile enough to meet rapid deadlines and shifting objectives.
Visual Exploration & Iteration
As FreeFall's technology and audiences evolved, so did the visuals. I led fast-paced brainstorming and design sprints to explore multiple creative directions for everything from logos and tradeshow assets to internal slide decks and merch.
• Sketching out multiple layout options for digital campaigns
• Rapid prototyping of tradeshow booth visuals with space limitations in mind
• Developing alternate logo lockups for technical reports vs. community events
• Collaborating with engineers to adjust visuals for technical accuracy
• Testing different illustration styles for public-facing PR materials
Logo Design
My initial sketch consisted of two capital F's that were angled to mimic a signal like Wi-Fi.
After fine-tuning, I chose sans-serif fonts that felt modern and were legible in small sizes, like mission badges. I also worked on a color palette that was clean, futuristic, and powerful on a dark background.
After fine-tuning, I chose sans-serif fonts that felt modern and were legible in small sizes, like mission badges. I also worked on a color palette that was clean, futuristic, and powerful on a dark background.
I designed the final logo suite and icons using Adobe Illustrator.
Marketing Collateral & Print Design
To support FreeFall's brand across outreach and business development channels, I designed a range of marketing collateral that reflected the company’s professionalism and innovation. These pieces needed to be informative, easy to digest, and visually aligned with our broader system—whether handed out at trade shows or included in investor packets.
Print materials included:
• Rack cards for STEM outreach and antenna tech demos
• One-page sell sheets tailored for government and commercial clients
• Business cards for executives and engineering staff, each with a clean, modern aesthetic
Simple FreeFall rack cards to use at conferences.
Video and Animations
I also collaborated with local vendors to produce the animations and videos. These interactive elements show the technology in use, and explainer videos are frequently updated on the news feed.
Website Design and Creative Direction
I built the FreeFall website using WordPress and custom plugins. The logo, color palette, and design elements remain consistent throughout the site. Customers can learn more about FreeFall's innovative antennas for satellite communications.
Homepage of FreeFall Aerospace's Website
Social Media
FreeFall in the Office, Apparel, and Space!
Merchandise & Swag
Created branded shirts, stickers, and pins that built internal pride and elevated the brand’s visibility during outreach efforts.
Signage & Branded Environments
To create a stronger sense of place and bring the brand into the physical world, I designed a bold interior mural and custom signage for FreeFall’s Tucson office. The mural highlights the company’s connection to space innovation while adding energy to the workspace and impressing visitors.
This environmental design helped reinforce brand storytelling and team culture—transforming everyday walls into a dynamic extension of FreeFall’s identity.
Mural by Julie Bonner and Ashley White
FreeFall Aerospace HQ in Tucson, Arizona
PR, Communications & Brand Leadership
In addition to leading creative direction, I was the force behind FreeFall Aerospace’s PR and communications success. I developed and executed strategic campaigns that elevated the company's visibility—locally, nationally, and within the space tech ecosystem. My leadership resulted in:
• A 50% increase in brand recognition for FreeFall’s inflatable antenna technology through storytelling-driven design and targeted marketing campaigns
• Press coverage in national publications, including WIRED, Via Satellite, and SpaceNews, alongside regional media like Arizona Daily Star, AZPM, Tucson Weekly, BizTucson, and more
• The launch of a new brand identity and messaging strategy in 2017, resulting in a 90% growth in social media followers and expanded visibility at key industry events
• Translating complex engineering concepts into clear, benefit-driven visuals that resonated with customers, partners, and board members
• Leading recruitment marketing initiatives that helped attract technical talent to the company
• Building local and statewide community partnerships that led to new funding and investment opportunities
Trade Show & Public Events
Designed immersive, modular signage for aerospace conferences and university showcases—balancing technical depth with visual clarity.
Tradshow booth graphics, collateral, and merchandise at SmallSat Conference.
FreeFall Aerospace Team with Bill Nye at SpaceCom
Results
• Built a flexible, scalable brand system used across commercial, government, and community channels
• Helped secure new partnerships with NASA, USSF, and academic collaborators
• Increased visibility and engagement at national aerospace events and local STEM initiatives
Reflections
Working with FreeFall Aerospace deepened my approach to systems-level design. I learned to thrive in a fast-moving, tech-driven environment where visuals had to be innovative, strategic, and fast. This project reinforced the value of iterative thinking and visual storytelling—especially when translating complex ideas for multiple audiences.
Want to Collaborate?
Have a brand or campaign that needs creative firepower, fast iteration, or cohesive rollout? Let’s talk →
