Airborne & Thriving

For more than 70 years, the Helicopter Association International (HAI) had supported and established safety guidelines for the helicopter industry. But as vertical aviation was taking off, HAI needed to adjust its course. Recognizing the need to align with this shift, HAI officially became Vertical Aviation International (VAI) in 2024. At the same time, the annual HAI HELI-EXPO trade show and expo was rebranded as VERTICON.

What began as the world’s largest helicopter expo is now a broader vertical aviation event. To reflect these changes, VAI needed a new look to align with the brand and reinforce the reimagined experience. They turned to GES, their partner of 40+ years, to refresh the show and convey that VERTICON was everything attendees had come to expect, plus so much more.

Having partnered with GES for over 40 years, VAI knew they could rely on the Creative + Design team to curate a new visual style. Led by Chris Mohn, Executive Creative Director, GES leveraged the new logo and identity to design an aesthetic that featured vertical lines in a repeating pattern, complemented by lighting and brand colors. Updated elements included registration counters, wayfinding and signage, impact and entry units, and the merchandise store.

Exhibitors and attendees raved that the inaugural VERTICON was amazing! “We have gotten some incredible feedback on how well the new brand and designs were received,” shared Mohn. “Partnering with VAI is always rewarding, but this year took it to a new level.”