The Strategic Problem:

Jet Blue needed to broaden its appeal to speak to the business traveler.

The Other Strategic Problem:

They needed to do so without alienating their loyal ‘Happy Jetting’ customer base.

The Creative Solution:

The creation of a new class of traveler: The Human Class, to which we all belong and from which we should all expect certain things. Like a full can of quality soda for gosh sakes. Also, a visual style and tone that was more grown-up, but still fun and ‘challenger-brandy.’