WSG collaborated to identify the correct target market and positioning for this new brand. We identified three categories of private aviation travelers: buseiness, recreational travelers who fly with friends, and families who appreciate flexibility and discretion.
Brand Identity: Process
When building a new brand it is important to explore all manner of visual iconography. For Macro Jets we explored a stylized "M" representing everything from flight paths and wing tips to entire aircraft.
The Macro Jets brand is masculine and premium, taking cues from the precise nature of aviation. The italicized letterforms imply movement, while the gold color provides a warm contrast to the neutral grays which form the rest of the color palette. The typography reinforces the masculine quality through the use of bold letterforms in all caps.
We can see the graphic language of Macro Jets come to life in this promotional gift card piece. Gold is used on the outside to control the viewer's eye, while the bright interior is a welcoming surprise.
WSG wanted to design a clean, simple, fast site that enabled clients to get instant, on-demand quotes.
The resulting site is responsive and optimized for desktop, mobile and tablet interfaces.
3rd Party API Integration
WSG worked with a vendor to provide the instant quote functionality and integrate it seamlessly into the Macro Jets site.
Content Creation: Editorial
A brand's photography is extremely important, as it's often a client's first touch point. To that end WSG provided mood boards and styling direction ahead of the launch photo shoot.
WSG handled the post-production, including pulling selects and retouching.
The result is a wide variety of images suitable for everything from print campaigns, to social media, to behind the scenes editorials.
It is crucial that Macro Jets connect with its growing audience and capture new leads. Once a lead is captured, Macro Jets needs to ensure it tells the story of the brand's vision to the client.