ExpressJet // Consumer Brand Creation // Program
CHALLENGE //
Brand an airline. From nosecone to tail and signage to swizzle stick, create a cohesive look and personality that reflects the ExpressJet gestalt and appeals to diverse audiences—passengers, shareholders, employees and future employees.
ACTION //
We began with color and 600+ logo studies, landing on an evocative palette that stood out in a field of blue. ExpressJet’s signature jetlines and custom logotype communicated confidence, strength and, above all, speed worthy of this all-jet fleet.
That brings us to designing the jets. Which was really freaking cool. The finished livery incorporated metallic green, blue and red jetlines on a crisp white body with a metallic green tail. Xjet.com on the engines maximized these mobile billboards.
Next, we got the writing on the wall, literally, with ticketing and check-in signage and kiosks in 24 airports and corporate signage in offices. And, to top it off, we extended the brand all the way to happy hour through swizzle sticks that perfectly complemented $3 cocktails. Neat.
CLIENT / ExpressJet
AGENCY / Origin
CREATIVE DIRECTOR / Jim Mousner
STRATEGY DIRECTOR / Shawn Collier
DESIGNER / Michelle Coffey
DESIGNER / Saima Malik
DESIGNER / Jennifer Gabiola
DESIGNER / Martin Pepper
COPYWRITER / Aimee Borders
COPYWRITER / Dylan Powell
MOTION DESIGNER / Dorothea Yantosca
VIDEO PRODUCTION / 808
CLIENT / ExpressJet
AGENCY / Origin
CREATIVE DIRECTOR / Jim Mousner
STRATEGY DIRECTOR / Shawn Collier
DESIGNER / Michelle Coffey
DESIGNER / Saima Malik
DESIGNER / Jennifer Gabiola
DESIGNER / Martin Pepper
COPYWRITER / Aimee Borders
COPYWRITER / Dylan Powell
MOTION DESIGNER / Dorothea Yantosca
VIDEO PRODUCTION / 808
Originally Proposed Logo Set
A comprehensive public relations effort included the overnight delivery of electronic press kits (EPK) to target media contacts in key markets. The EPK was belly-banded with the release date and included everything reporters would need to file a story, including broadcast quality footage, photography, artwork, corporate backgrounders and contact information. More than 150 media placements covered talking points outlined in the kits.
Websites are important. Websites for airlines are critical. Consider the functionalities that are required: comparing flights and fares, booking tickets, confirming departures and arrivals, registering for frequent flier programs, reviewing vacation specials and checking in. Not to mention communicating information about the airline, the fleet and the destinations. And that's just the consumer site. Add an investor site, recruiting site, online store and company intranet, each developed by different teams and hosted in separate locations using different technologies. Give them all a simultaneous go-live and you begin to understand the complexities involved in the corporate site.
Origin made it happen, giving ExpressJet a platform to market their launch strategy, recruit talent, sell tickets and merchandise, reassure investors and communicate seamlessly, and confidentially, with employees, all while continuing to support it's original service lines. On time.
