Brand Identity &
Creative Direction for Sterling Flight Training

As Creative Director at W.Bradford, Rachel led the rebranding of Sterling Flight Training, a long-standing aviation school entering a new chapter under fresh ownership. The goal: modernize the brand’s identity while honoring its legacy of excellence. With a refined visual language and a polished design system, the rebrand positioned Sterling as a premier, forward-thinking training institution in the competitive aviation space.

The work was honored with a 2020 DotComm Award for outstanding digital communication.

A Premium Look to
Match Elevated Standards

Rachel directed the visual and brand identity development, working closely with the agency’s design team to shape the logo suite, collateral, and creative systems that informed every customer-facing detail. The W.Bradford team produced a full suite of launch materials including admissions booklets, oversized flyers, posters, and branded gift certificates to support the relaunch. In parallel, web and social teams built Sterling’s digital presence from the ground up, debuting a sleek new website and a stream of refined content for its social platforms.

Rachel also led the design direction for the physical environment — shaping both the interior and exterior experience of the flight school. Leveraging her architectural rendering expertise, she created conceptual mockups of the building’s exterior to help stakeholders visualize the transformation before hiring contractors. She advised on finishes, oversaw signage production, and provided creative direction on painting and façade treatments. As the client’s trust grew, she was asked to extend her role, producing design concepts and sourcing materials for interiors including the reception area, executive spaces, communal lounges, and study halls.

Lobby

Clients of Sterling Flight Training are welcomed into a modern yet industrial reception area. Charcoal huess and light greys are the foundation colors throughout these rooms. Textures such as tufted leather and riveted metals offer personality and durability into the space, while texturized pillows and accent chairs add both comfort and visual warmth to those who may be waiting for students to finish training. 

On the large table in the waiting area, aviation-related coffee table books, and other decor allow guests to feel more at home. Large vintage aviation images are hung on the wall as the main focal point, with seek and minimal frames of aircraft, facility, aerial shots are hung throughout the halls. 

Executive Offices

Offices of Sterling Flight Training accentuate light greys and metallics — to offer an open, light, and airy space. Textured wallpapers add dimensions to the space in an economical yet custom way. 

For instructor and student study halls, frosted glass dividers allow for maximum light to travel throughout the space while still maintaining privacy. For executive offices, unique chrome desk accessories and statement accent lighting add a touch of elegance while staying within budget. For higher-level offices, desks comprised of repurposed aircraft wings dot the space with fresh plants accented throughout. 

Study halls

As Sterling Flight Training is anticipated to grow with new affiliated university students and increased admission for the in-house program, a lounge area was a valuable amenity to offer, particularly because there were many empty areas throughout the training facility to take advantage of. 

This space offers a communal area where students and employees can have lunch, discuss their training in a more casual setting, and create an overall sense of community and gathering area for students. 

This room dually serves the purpose of an event space such as birthday parties, events, and rental opportunities.

From Ground to Sky: A Fully Integrated Brand Launch

This rebrand extended far beyond a new logo. Rachel helped guide the full rollout — including signage, environmental design, and brand collateral — to bring Sterling’s new identity to life at every level. With the client’s full trust, the brand was implemented across the business, from the website to the exterior of the flight school itself.