Background

Maturing JetBlue's 20-year young brand

Commemorating 20 years of service, a brand refreshment of the customer experience was proposed from livery design to online booking. All brand design elements were grounded on the circle, a foundational element of the JetBlue brand and much of what carries its organizational mission to "Inspire Humanity" with its openly bold and playful marketing personas.



2018
New York, NY

Omni-channel brand refreshments throughout a revitalized customer journey.

• Environmentals / signage
• Logo / identity design
• Motion graphics
• Mobile / App
• Printed media
• Social media
• Web, front-end design

Tones
⬤  Nice Navy 
⬤  Fresh Aqua
⬤  Smart Sky
⬤  Stylish Orange
⬤  Witty Green



Taking New York's Hometown Airline on the subway

Sharing the circle in common with New York MTA's subway lines, a logo sting was created to advertise JetBlue's trademark as New York's Hometown Airline and partnership with Empire State Development.



    

Airbus A321neo livery design

JetBlue launched into its 20s with an order of 23 new Airbus planes.
Aircraft livery design for this new fleet features the commemorative '20' at the front and back of the plane.



Streamlining the browsing experience

The disjointed reservation process on JetBlue.com needed standardizing and simplifying. Redesigning the landing page as a staging area allows content to be tailored based on each step of the user experience, including fuller visiblility on fare options across the network which invites customers to browse more confidently.




Advertising flash sales in seatback entertainment

Static screens become opportunities to engage during the boarding process and socialize services and promotions.






Enhancing the in-app browsing experience

New graphical user interface (GUI) featuring expanded features like filters and access points for promotions.




Refreshing the booking process

Purposeful application of color palette, with orange denoting outstanding fields, and green for advancing forward.




Integrating JetBlue Vacation packages

Introducing a new point of sale for one of JetBlue's business lines.




Visualizing Crewmember quotes on Instagram

Originally static pieces, these personal notes are brought to life while socializing airport codes for quicker browsing.