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Martin SawinskiI am available for contract, hire, or collaboration.

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Case Study

Terrafugia Website

Design / Strategy / Web Design / Web Development / WordPress
ClientTerrafugia
RoleCreative Direction, Account Management
The redesigned Terrafugia site — Transition page hero
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Founded by five MIT graduatesMaking personal aviation accessible to everyone
01 Overview

Making personal aviation feel within everyone’s reach.

Terrafugia was founded in 2006 by five award-winning MIT graduates with one dream: making personal aviation accessible to everyone. After designing, testing and flying two iterations of its roadable aircraft, the Transition, the team set its sights on the TF-X™ — a hybrid-electric flying car with vertical take-off and landing and computer-controlled flight.

I worked with Terrafugia to turn that vision into a web experience that gets the public excited about the future of personal mobility — and converts that excitement into reservations.

The TF-X concept flying above patchwork farmland
02 The Challenge

Two aircraft, one site — and no clear way to tell them apart.

Terrafugia’s dated website presented two products — the current prototype and the future TF-X™ — with no clear distinction between them, so the site never told one unified story. And because first impressions form within seconds, the problems compounded quickly:

  • Cluttered headings and near-identical imagery made it hard to tell which product you were looking at.
  • Most information arrived as long blocks of text that visitors were reluctant to read.
  • Technical specifications were buried in dense, cluttered lists.
  • The site was not responsive, even though most visitors now arrive on a mobile device.
The Transition prototype in flight
The Transition — the flying prototype
Studio render of the TF-X concept with rotors deployed
The TF-X™ — the concept to come
03 The Approach

All creative attention on the TF-X™ — shown in everyday life.

With the first model being phased out, we focused all creative attention on the TF-X™. The goal was never an online brochure — it was to inspire and educate potential customers through stirring photography and content, building the confidence to invest and reserve.

  • Created futuristic imagery in Photoshop that shows the TF-X™ in everyday life — making a flying car feel relatable and practical, not science fiction.
  • Replaced the text-heavy homepage copy with a video of how the TF-X™ fits daily use — video engages where volumes of copy get skipped.
  • Paired short, descriptive copy with engaging images and generous white space, with clear calls to action inviting users to explore each product.
  • Reworked dense technical content into scrolling blocks, so users pick the information they want as they move down the page.
  • Added a clear main navigation and built the site fully responsive, so it works on any device.
01
Short copy block with headline figures beside cockpit photography
Dense spec copy rebuilt as a short block with headline figures — mileage, takeoff roll, useful load.
02
Studio render of the Transition with dimension callouts
Dimensions called out directly on a studio render — wingspan, width, height, cockpit.
03
Reserve Transition today section with pricing and reserve button
Pricing and the refundable deposit, set right beside a single clear call to action.
— The brief, in one line
The goal was never an online brochure.
Inspire, educate — and convert excitement into reservations.
04 The Outcome

Sleek, modern, and quick to take in — like the aircraft itself.

The result is a sleek, modern website that matches the futuristic feel of Terrafugia, its brand and its products. Dazzling imagery showcases the groundbreaking technology, while short, digestible pieces of information let visitors learn about the product quickly — and keep them on the site to learn more.

The Transition rolling out of a household garage
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Fully responsive, on any deviceMost visitors arrive on mobile
A website that matches the futuristic feel of the machines it sells.
The TF-X site shown on desktop, tablet, and phone
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