Staying true to brand spirit. JetBlue

Challenge

To develop an inaugural set of brand guidelines for JetBlue that reflected its spirit of camaraderie, humanity and simplicity.

Insight

If JetBlue was to be an experience for its customers, it needed to be communicated as one to its staff.

Solution

Our guidelines explain the “JetBlue Experience” to crew members, new and old. They demonstrate the importance of each individual in maintaining the company vision, while educating them on the brand and what is required to maintain it.

Each crew member receives a kit, which includes:

• “The JetBlue Experience” - an accordion, fold-out book introducing a philosophy rooted in service - of each other and the customer
• “In a nutshell” - a pocket-sized book, explaining the values, the brand, the customers and some must-know facts
• Additional guidelines - based on a crewmember’s particular role

A complementary two-day orientation session was created to demonstrate the importance of crew members to the JetBlue vision. The “Bringing Humanity Back to Air Travel” session explains how the “JetBlue Experience” creates distinction in the marketplace. A series of movies and interactions are included to stimulate engagement and camaraderie among crew members.

Results

An immersive and integrated experience that drives understanding of the importance of the crewmembers to the continued success of the "JetBlue Experience".

“Imagination has been a great partner in helping us consolidate and articulate our brand voice, values and guidelines in a clear, concise and engaging way. They truly understand what our brand is all about, but bring a fresh approach to how we can communicate this to crewmembers as well as key business partners.”
Andrea Spiegel, VP of Sales & Marketing