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JETT provides luxury jet sales and private charter services throughout the country.
Already a leader in air travel, JETT was at a pivotal moment of platform growth and diversification. But to expand into new arenas, they needed a fresh brand story, identity, website, and photography to position them towards a bigger future.
A key challenge was to deftly balance both the consumer and enterprise portions of their business. SmallWorld pivoted with the JETT team during the engagement as their network brokered significant expansion with new airline and airport partnerships.
SmallWorld closely collaborated with the JETT team on a new brand positioning, holistically articulating a more far-reaching ambition for revolutionizing the private aviation experience for every type of customer, including NWA Fashion Week.
Our experience with brand redesign and digital consulting has been terrible. When we hired SmallWorld, we were skeptical at best. After working with SmallWorld, I have never seen a brand more unanimously loved after a change. From our photography to our website, SmallWorld transformed our leading roll in private aviation.
Lance Creamer, Owner, JETT Aircraft
Insights
Positioning and voice
With the right positioning and voice, an experience which was previously oppressive and time consuming can become refreshingly convenient, even delightful.
Flexible brand language
A single brand language flexing in tone accommodates diverse stakeholder needs across a spectrum of scales and settings—by expressing the same underlying balance of values a brand can serve both a sports fan on game day and a senior member of airport security equally well. A brand can live across digital and physical aspects of a larger service experience and provide a thread of coherence by serving a functional role at defining moments.
Our close collaboration with the JETT team made a huge impact on the success of the project, and helped provide a foundation for our work which will serve them for years to come.
Jacob Hedges, Executive Creative Director, SmallWorld
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