JARED BRUDER

JetBlue

As part of the original brand team, Jared H Bruder worked within a core group of talent to name the visionary airline, develop its unique positioning, and articulate its now iconic identity system.

Before JetBlue had a name, Founder David Neeleman came looking for a brand strategy that would define a revolution in air travel. There would be one class, a la carte food, and everyone would get a leather seat with a TV. Now, a staple of air travel this was once a visionary idea for a low-cost carrier that sought to democratize air travel through a hip brand positioning and streamlined services.

Jared worked on a small team to design against a list of over 200 potential names for the airline before winnowing the list to one iconic selection based largely on the feeling it inspired. We then refined the positioning language and designed the visual assets as seen on planes in the skies and airfields globally to this day.

VERBAL IDENTITY / NAMING
BRAND POSITIONING
BRANDING