Case study

Klave Aire

I grounded the visual identity in the “clave” — the five-stroke rhythmic pattern that forms the core of Afro-Cuban music.

Klave Aire is a proposed Cuban airline brand aimed at both locals and curious international visitors looking to explore Cuba with cultural depth and vibrancy.

Klave Aire social stories: “Place of the week” and deals

The resulting identity communicates cultural authenticity, modern energy, and a sense of joyful exploration.

The problem

The brand needed to express movement, rhythm, and cultural heartbeat.

The challenge was to create an airline identity that

Represents Cuban cultural rhythm and warmth, without clichés
Appeals to tourists seeking authentic experiences
Inspires locals to rediscover their own country
Feels bold, energetic, and full of life

My solution

Brand Identity

Developed logo forms and graphic elements inspired by clave rhythms and syncopated movement
Created a warm, vivid colour palette reflecting Cuba’s architecture and coastline
Selected expressive typography to evoke energy, pace, and character

Application

Designed brand mockups including aircraft livery, boarding passes, signage, merchandise, and promotional visuals
Demonstrated how the rhythm concept can scale across print, digital, and environmental branding

Tools