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These three simple words guided our approach to creating a new best-in-class online experience for JetBlue.

Role: Art Direction, Design

Additional Credits: Charles Bae, Creative Direction

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The Idea.

We started by throwing the decade-long industry standard out the window. Instead of bombarding people with ads and sales we decided to build a homepage that reflected how people really approach booking airfare - by logging in and/or searching fares.

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Smarter, Faster, Stronger.

One of the key business objectives of the JetBlue re-design was to drive TrueBlue sign-ups, visibility, and improve the membership experience by adding value to loggin in. We started by putting the TrueBlue login front and center. But we didn't stop there, we made the module smarter, faster,
and stronger...

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Our Home Is Your Home.

As part of the new logged in experience, we created a personalized homepage for customers. If you have a flight coming up, we replace the value prop with your flight information for easy access, if not you'll see your TrueBlue Rewards with special offers just for you.

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The Results.

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