Making a $101M AAM ambition legible, credible and fundable
AAMCRC - Brand | Align | Deploy
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A two-stage design program delivering the brand system, templates, and web presence for the Advanced Air Mobility CRC bid.
Services
Brand identity
Narrative design
Web design
Template systems
Stakeholder alignment
Coalition in
motion
A bid built by many voices made coherent through one story.
Designing for credibility
A visual system that makes complexity legible and ambition believable.
From vision to submission
Templates, collateral, and a public presence that helped move the bid forward.
Turning complexity into conviction.
AAM CRC brought together a broad coalition with a bold agenda. This work created the narrative and visual system, identity, templates, and web presence that helped make the proposition coherent, credible, and ready for submission.
The challenge
The CRC bid required a clear, credible story that could align a large coalition of stakeholders and communicate technical ambition to non-technical audiences. In parallel, emerging hydrogen aviation work needed visual artifacts that could make an unfamiliar technology feel tangible and trustworthy.
My role
As design lead (brand, narrative, visual Systems, web), I developed the identity and communication system, built the web presence, and led iterative stakeholder reviews to converge on a cohesive, bid-ready package.
What was delivered
Evidence
Discovery and message architecture (positioning + narrative pillars)
Stakeholder synthesis into a coherent bid story
Direction
AAM CRC brand identity (logo + visual language)
Templates for consistent delivery (slides, documents, collateral)
Core asset library (graphics, imagery rules, layout system)
Commitment
Website build and launch: aamcrc.com.au
Bid-ready collateral package for submission and stakeholder use
Approved concept visuals supporting the AAMCRC and associated AAM devlopment projects.
Scale
~$30K design program • ~6 weeks
6 formal review cycles representing 50+ stakeholders
Designed to support a ~$101M funding bid narrative
Credits
Program management, research, branding, web design, stakeholder alignment and delivery by Thom Luke /
Threshold Design.
The outcome was a coherent visual and narrative system that improved coalition alignment and produced a bid-ready public presence translating complex AAM and hydrogen initiatives into a clear, credible proposition.
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