VAI Briefs: VAI Wins Award for Outstanding Rebrand VAI has been named the winner of the 2025 Gold Circle Award for Rebranding Campaign by the American Society of Association Executives (ASAE). The award was presented May 12 during ASAE’s Marketing, Membership, Communications + Tech Conference in Washington, D.C. The Gold Circle Awards honor associations that demonstrate exceptional creativity and impact in marketing, membership, and communications. VAI’s winning entry was recognized for its bold transformation, strategic execution, and commitment to innovation and industry alignment. VAI, formerly HAI, Helicopter Association International, introduced its new name and identity at HAI HELI-EXPO 2024 in Anaheim, California, to better reflect the full spectrum of vertical flight. The forward-looking rebrand connects the most widely used form of vertical aviation—helicopters—with the powered-lift aircraft, tiltrotors, and other aircraft in development. More than a visual overhaul, the rebrand redefined the association’s mission to represent all forms of vertical aviation. VAI’s rebrand campaign included a new name and logo, an updated color palette, refreshed messaging, accessible digital platforms, print materials, and video storytelling—all strategically designed to broaden engagement and unify the vertical aviation community. Inclusive imagery, clear and accessible design standards, and member-driven messaging ensured all voices and aircraft types were represented. Winning the Gold Circle Award affirms VAI’s decision to adopt an identity that reflects the evolving aviation landscape. Most important, it highlights the rebrand’s benefits to our members, as it enhances VAI’s ability to deliver comprehensive advocacy, education, safety, and support programs across a broader industry base—connecting members through a shared purpose and a stronger collective voice. “This honor is more than recognition—it’s momentum,” says Michael Hertzendorf, VAI’s chief operating officer. “We’re proud to receive the Gold Circle Award, and even prouder of what it represents: a united community of professionals who keep the world turning and flying.” Gina Kvitkovich (right), VAI senior director of communications, accepts the ASAE Gold Circle Award for the association’s rebranding campaign. “It’s an honor to accept this award on behalf of the many people who contributed to this effort, including the VAI Board of Directors, staff, and our branding agency,” says Kvitkovich. (ASAE Photo)
