Air Tractor is the leading manufacturer of agriculture aircraft, and specializes in firefighting and utility planes. During my time as Art Director at Traction, I worked on this client in a variety of ways including brand refreshes, annual campaigns, video graphics, social media, and trade show assets. One of the challenges for Air Tractor was that most assets had to adaptable into English, Spanish, and Portuguese iterations.

Every few years, Air Tractor requires a redesign of their full line brochure. The following booklet provides a good example of some of the art direction, typography styles, and graphics I contributed to the Air Tractor brand during my time at Traction.

Air Tractor’s audience leans towards no-nonsense content. And, after some trial-and-error, we also learned Air Tractor’s customer base responded more positively towards more photos and minimal graphics. I kept the visuals bold and impactful, highlighting Air Tractor’s iconic yellow and stripes, while honoring the consumer’s preferences.