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.
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.
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.
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.
Static screens become opportunities to engage during the boarding process and socialize services and promotions.
New graphical user interface (GUI) featuring expanded features like filters and access points for promotions.
Purposeful application of color palette, with orange denoting outstanding fields, and green for advancing forward.
