Embraer · Dave Batt
Client
Embraer Aviation
Deliverables
PR strategy
Website
Creative team
John Taylor
Jonathan Unwin
Rich Bruce
Dave Batt
Embraer came to Gravity Global with a challenge to shift their customer’s perception around sustainability in manufacturing, maintenance, and air travel.
Embraer’s commitment to sustainable commercial aviation is rooted in a long-term strategy focused on decarbonising the industry through efficiency, innovation, and alternative energy. The company has aligned with global aviation targets, aiming for net-zero CO₂ emissions by 2050, alongside carbon-neutral growth from 2022 and fully carbon-neutral operations by 2040.
The Challenge
Public sentiment around aviation sustainability is increasingly shaped by concern, expectation, and uncertainty. While most people accept that flying contributes to climate change, its impact often feels less tangible than emissions from more visible sources like road transport or heavy industry. This disconnect makes it harder for audiences to fully grasp both the scale of the problem and the progress being made.
The challenge was to communicate complex, technical, and long-term sustainability efforts in a way that is clear, credible, and grounded. Bridging the gap between ambition and understanding while reinforcing trust in Embraer’s role within the industry.
My Role
I led the UX and visual direction for a microsite designed to communicate Embraer’s sustainability strategy to both business audiences and the wider public. The platform needed to translate complex technical information into a clear, engaging narrative.
My focus was on structuring content, simplifying data-heavy information, and creating a strong visual hierarchy to improve accessibility. Motion and micro-interactions were used to guide users and enhance engagement without overwhelming the experience.
Wireframes
Sitemap Structure
The site was organised into key sections; Philosophy, Products, Initiatives, and Insights, allowing users to explore both high-level strategy and detailed content. Sustainable web principles were also considered, ensuring a lightweight and efficient build aligned with the project’s message.
Process
The project began with stakeholder workshops to define audience needs, messaging, and content priorities. From this, a clear information architecture was developed, structured around core themes of philosophy, products, and future initiatives, supported by deeper content.
Wireframes and prototypes were used to test layout, navigation, and the presentation of complex data, ensuring clarity and ease of use. Visual design then translated this into a clean, modern interface aligned with Embraer’s brand.
Close collaboration with developers ensured performance was considered, resulting in a responsive lightweight microsite that communicates complex information with clarity and impact.