Private aviation branding

The work

Jetex, 2021 to 2024. I was Jetex’s in-house creative designer and photographer, working with the brand marketing team on campaigns, terminals and digital. I co-led the redesign of jetex.com, which won the World Travel Tech Award for Best FBO Brand Website, and designed GTM, the platform Jetex and its partners use to run flight operations.

Falcon, 2024 to 2025. I was on Falcon’s leadership team from the first concept to its launch at MEBAA 2024. I led the brand across its four businesses, from terminals and charter to maintenance and flight support, working with a branding agency on the identity. I also directed the website, the aircraft livery and cabins with Bombardier, and the 3D renders that showed the fleet before the first aircraft flew.

What I take on

• Brand identity and architecture, including one brand that has to hold a terminal, a charter fleet and a maintenance business together.
• Websites and charter enquiry flows.
• Operational tools that still feel like the brand, for the teams and partners who use them every day.
• Aircraft livery and cabin direction, worked through with the manufacturer.
• Launches at airshows and exhibitions, terminal openings and campaign photography.
• 3D visualisation of aircraft before the first one flies.

How I think about it

Private jet companies don’t really sell jets. They sell time, and the good ones lead with what the customer gets, not with the plane.

Luxury is mostly what you leave out. Fewer colours, more space, one clear next step on every screen.

On the jet brands I worked on, the big pieces got the attention inside the work. What clients noticed and talked about were the small touches. That’s where a brand earns its price.

I design the brand and the products it lives in as one system, so the website, the enquiry flow and the tools your teams use behave as one thing rather than three handoffs.