JetBlue
Client
November 2023
date
+ Brand Style Guide Extension
+Brand Strategy
+ Advertising Campaigns
+ Branded Asset Design
+ Co-Op Creative Direction
+ On-set Photoshoot Art Direction
deliverables
I was brought in during a pivotal time for JetBlue to formalize and implement comprehensive brand guidelines. My work was to build upon the foundation of a new brand identity, designed by Prophet, ensuring our new look was unified, elevated, and consistently defined across all touchpoints.
Soaring to New Heights
JetBlue Identity Refresh
My team was tasked with a multifaceted project: to formalize JetBlue’s bold new brand identity across a critical product line: its co-branded credit cards. In partnership with CIBC FirstCaribbean, BPPR Popular Bank, and Barclays, I led the creative direction and execution of the credit card portfolio design. The goal was to ensure a unified and consistent look that seamlessly aligned with the airline’s broader brand refresh, extending the new visual identity to a product customers interact with daily.
My team was tasked with a multifaceted project: to formalize JetBlue’s bold new brand identity across a critical product line: its co-branded credit cards. In partnership with CIBC FirstCaribbean, BPPR Popular Bank, and Barclays, I led the creative direction and execution of the credit card portfolio design. The goal was to ensure a unified and consistent look that seamlessly aligned with the airline’s broader brand refresh, extending the new visual identity to a product customers interact with daily.
To reposition the brand and target a new consumer base, I led the creative direction for a comprehensive brand photoshoot. The goal was to capture an elevated and intentional voice for all customer touchpoints. We partnered with adam&eveDDB to bring this vision to life, deploying the new assets across a regional campaign launching a New York City Penn Station and Boston transit takeover. Beyond advertising, my team oversaw the visual identity's transition across airport signage, on-board collateral, and digital platforms.
To reposition the brand and target a new consumer base, I led the creative direction for a comprehensive brand photoshoot. The goal was to capture an elevated and intentional voice for all customer touchpoints. We partnered with adam&eveDDB to bring this vision to life, deploying the new assets across a regional campaign launching a New York City Penn Station and Boston transit takeover. Beyond advertising, my team oversaw the visual identity's transition across airport signage, on-board collateral, and digital platforms.
Creative Director: April Oberst
Card Design: Elias Villagomez-Rojas
Card Partners: CIBC FirstCaribbean, BPPR Popular, Barclays
Agency Partners: adam&eve DDB, In-house
JetBlue Marketing: Rich Oliver, Camden Anderson, Melissa Pappas, Larissa Andreu
THE CREATIVE
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