BACKGROUND

SpaceX needed visual communication tools for an emerging part of its Starship program: orbital refueling. The goal was to educate a broad audience — from the public to policymakers — on a concept that is technically simple but visually underexplained.

The brief called for visuals that could inform, excite, and scale into future content, all while aligning with SpaceX’s established aesthetic:
precise, minimal, engineered, and stark.

CHALLENGE

Design a graphic and narrative system that could:
– explain orbital refueling with absolute clarity
– maintain SpaceX’s visual tone
– translate engineering logic into accessible visuals
– operate as both educational material and future brand language
– work across slide decks, social assets, animations, and motion graphics

APPROACH

I created a visual system built around three design principles:

1. Singularity of Image

Every slide uses a single, iconic visual anchoring the message — mirroring SpaceX’s communication style, where clarity > decoration.

2. Cinematic Reduction

Black backgrounds, high-contrast silhouettes, clean typography, and simple orbital lines articulate complex operations without excess.

3. Engineering Narrative Arc

The stack explains orbital refueling as a sequence of inevitabilities — from current reality, to technical rationale, to future milestones.

DESIGN LOGIC

The system is built on cognitive compression — reducing every idea to a single unambiguous visual.
This matches SpaceX’s internal culture: direct, functional, elegant, and indifferent to ornament.

It treats orbital refueling not as a sci-fi fantasy, but as a practical engineering solution that unlocks interplanetary travel.

OUTCOME

The design demonstrated a communication framework capable of:

– educating the public
– supporting future SpaceX content
– reinforcing mission credibility
– inspiring non-technical audiences
– framing orbital refueling as the hinge of human expansion

It proved that complex aerospace concepts can be expressed with cinematic restraint and technical integrity — and that a clear visual language can turn an engineering milestone into a cultural narrative.