While safety has always been JetBlue’s #1 value, when the pandemic hit in early 2020, it needed more emphasis than ever. The branding of Safety from the Ground Up was developed to communicate the growing and evolving measures JetBlue was taking to keep crewmembers, customers, and communities safe and healthy.
Safety from
the Ground Up
Campaign Identity/Toolkit
Homepage and Social Assets
Consumer Emails (Desktop and Mobile)
Digital Screens in Airports
Institutional Signing in Airports
Aircraft Branding
For JetBlue’s much-anticipated service to London, we needed to both introduce ourselves to a whole new market in the UK, and launch our first foray across the pond to our existing audience in the US. We did this leveraging the brand’s trademark wit and whimsical aesthetic while weaving in the tailfin pattern—Streamers—that we created specifically for the planes flying the London route.
London Launch
Tailfin Design for the New A321 Aircraft
Campaign Identity/Toolkit
Homepage Design (Desktop and Mobile)
Consumer Promotion Emails (Desktop and Mobile)
Social Assets for the US and UK
Digital Screens in Airports
Digital Screens in Aircrafts and Crewmember Lanyard
Environmental Graphics at JFK Airport
To applaud the healthcare workers who helped us get through the challenging time of the pandemic while inspiring humanity along the way, Healthcare Hero was created. This program was an opportunity for JetBlue to fly it forward and show its appreciation for the heroic efforts of medical professionals, first responders, and public servants. JetBlue called on customers to thank the healthcare heroes in their life – by nominating them for a chance to receive one of 90,000 pairs of roundtrip flight certificates for two to use when the time is right.
Healthcare Heroes
Campaign Identity/Toolkit
Homepage and Entry Form on Desktop
Social Assets
Airport Digital Screens