NEW BUSINESS / STRATEGY / PRODUCTION
In late 2016, JetBlue invited Big Spaceship to participate in the competitive review for their entire digital experience.
We needed to quickly develop a comprehensive understanding of the JetBlue customer and the current digital ecosystem.
To get as close to the brand as possible I flew round-trip from NYC to San Francisco documenting the customer experience and compared the JetBlue coach offering to their newly introduced MINT class. By doing this we were able to map the current digital experience and identify touchpoints in the travel journey that JetBlue could capitalize on. These discoveries lead to a nuanced strategy that not only put the traveler first but anticipated what they might need every step of the way through pre-flight, during flight, and post-flight. These insights informed a theory and business practice we called: Kind Design.
In addition to shaping the strategy this brand immersion yielded numerous original assets that were used throughout the pitch: a vlog style influencer video, user testimonial videos, a brand film, and still / social assets that began to introduce a new, unified look & feel.
After an eight month pitch process Big Spaceship was chosen as the digital design partner for JetBlue.
PROUDLY EXECUTED at Big Spaceship.
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