Reinventing
the way we fly.

THE QUESTION

How do we make the world aware of a new disruptive model for a much maligned industry?

THE CONTEXT

In its 3rd year of operation, JetSuiteX was facing some growing pains: brand confusion (JetSuite vs JetSuiteX), category confusion, and identity problems. JSX was a visionary air travel company that provided up to 2 hours of time savings for travelers who were tired of traditional airport hassle. It fused the best of commercial (accessibility + cost efficiency) with the best of private flying (ease + elevated experience).

JetSuiteX came to us asking for help with a rebrand and to better define what the 30-seat jet service offers. To many, it may have been hard to understand and believe that such an option existed - and at an accessible price point comparable to commercial airlines. Mentally, people either had an understanding of large commercial carriers or some version of private flying.

THE UNLOCK

Use the most visible proof-point of the business model to announce the new brand. We strategically helped JSX define a new category of air travel called “hop-on jet service”. Our creative approach was rooted in the notion that because commercial flying is such a drudgery, the joy in flying is a foreign concept. By making flying effortless, JSX brought back the simple joy in flying.

Our work ran the gamut including a new logo, brand identity, product photography and livery, and on-premise design. The bold new logo employed a word mark and conveyed the idea of motion while increasing their visibility on and off the tarmac. We walked a line between exclusivity and populism in developing the brand visuals—conveying an experience both unique and accessible.

THE RESULT

29% increase in total customers

20% increase in new customers

31% lowering cost per acquisition

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