Brand Identity Refresh

As JET evolved into new verticals with new audiences, our brand needed to keep up. There was a

disconnect between the brand’s identity/tone of voice and the engagement needed to convert customers.

Global identity refreshes are massive, complex programmes of work. Brands almost always work with external agency partners to ensure success. Not JET. Our talented in-house Creative Studio tackled this themselves – guided by behavioural science research to better understand customer mindsets and what they find engaging.

Cue to a more flexible, scaleabale approach. Agile enough to adapt to any business need and to resonate with audiences everywhere. Comprehensive tone of voice and style guides ensure global alignment – tools to an aesthetic let us tell authentic, creative, engaging stories all over the world, on every channel, in every market, to every customer.

No matter what we’re talking about, who we’re talking to, or where we’re talking, our communications are now unmistakably JET. But that doesn’t mean we do the same things over and over again. Our design systems are built to flex – by market, by audience, by vertical, and by asset. This keeps our creative looking consistent, without wearing out.

The refreshed look saw 80% customer engagement uplift across six core metrics – and orders went up significantly in key markets. We didn’t just deliver an identity refresh and tone of voice. We delivered a step change in brand perception that led to real business impact.