JetBlue Brand Guidelines Development: Owner’s Manual Edition
My Role: Creative Designer – Brand Systems, JetBlue Airways
Collaborated with JetBlue’s brand team to develop the ‘Owner’s Manual: Brand Assets and Guidelines Edition,’ a comprehensive resource outlining standards for communicating, applying, and protecting JetBlue’s brand identity. Partnered with internal stakeholders to design and curate chapters covering brand filters, voice and tone, visual elements, and photography usage. Delivered a cohesive guide ensuring brand consistency across all touchpoints, from marketing to customer interactions, while maintaining JetBlue’s signature personality traits: Nice, Fresh, Smart, Stylish, and Witty.
JetBlue Brand Palette excerpt from the guidelines: Defining primary and secondary colors for consistent visual branding.
