Lynx FBO

Growth by acquisition creates brand fragmentation. The Sterling Group, a private equity firm, was assembling a network of FBOs at airports across the United States, beginning with the 2016 purchase of Destin Jet Center in Florida. Each property added fueling, ramp and hangar capacity, and each operated under its own independent name, while the investment thesis depended on presenting them as one company. Sterling brought in WWC to create a unified brand for the network and to design a website that made its locations and services easy to navigate on any device, so pilots and flight departments would see one professional, dependable operation rather than a collection of separate operators.

WWC started with the brand, building the Lynx FBO identity that every acquired property would adopt, then designed and developed the website on WordPress to put that identity to work. An interactive 3D globe showed every location in the network at a glance, and 3D tours took visitors inside the luxury FBOs, selling the experience before a wheel touched the runway. The architecture presented one brand while giving each location room to communicate its own services, from fueling to ramp and hangar rental, and responsive design carried it from the desk where flights are planned to the phone on the ramp.

The brand did exactly what it was built to do. The Sterling Group's strategy was to acquire independent FBOs and sell them as one unified company, and 3 years after the rebrand, it did, with the Lynx FBO name strong enough to survive the sale. The network still operates as Lynx FBO today, its growth continuing through a 2022 acquisition by Atlantic Aviation. More importantly, the work proved that a brand can be an exit asset, turning a collection of small operators into a single company worth buying.