JetBlue, a hot startup airline with a fresh customer focused approach and the funding to pull it off, needed to develop an image that would communicate its core proposition—new planes, discount fares with flair—to consumers across the country.
Positioning: White Horn Group worked with JetBlue to develop a compelling positioning linking important aspects of travel which fliers crave: friendly, nice, human, witty and fun.
We then established and managed a visual vocabulary reflecting the company’s low-cost/high-style approach, which pairs rock-bottom fares with leather seating and free Direct TV on seatback screens for every passenger. Implementation: Our on-going brand management skills, comprehensive capabilities in strategic communications, and clean, contemporary design sensibilities effectively translated the JetBlue message into a consistent and appealing aesthetic across a wide range of vehicles—literally. Our colorful solutions brightens the interiors and exteriors of the JetBlue Airbus fleet, ticket kiosks, flight schedules, signage, and numerous communications.
Bold and perfectly on target, JetBlue’s immediately identifiable visual aesthetic reinforces brand promises, awareness and loyalty, and our ongoing brand management has helped JetBlue stake out a leadership position in a highly competitive industry.