JSX (JetSuite X) Rebrand
Insight
When everyday people hear the words “private jet,” they immediately count themselves out of the picture.
Tactics
Digital video (short and long form)
Print
OOH
Strategy
Reinvent the way the way we talk about “semi-private charter flights" so that everyday people understand the practical benefits of flying JSX applies to them, too.
Creative Idea
Launch the term “hop-on jet service” with a focus on time savings — accompanied by a refreshed brand identity, new livery, creative platform, and integrated campaign: “The Lost Joy of Time.”
My Role
Lead researcher, conducting creative testing and “undercover” interviews on various JSX flights
Architect of new strategic brand identity platform
Wrote creative briefs for visual rebrand, livery redesign, and creative campaign
Partnered with creative teams throughout creative development
