Co-founded by Uber founder Garrett Camp and with high-profile investors including Ashton Kutcher, Will Smith, and Jay-Z, BlackJet launched in 2013. The service allows a wider market of luxury travelers to book individual seats on private planes instantly, at the touch of an iPhone.
Moving Brands partnered with BlackJet to create a brand identity and app that would forever change long-entrenched perceptions of private jet travel. We focused on developing a user experience that contradicts everything you expect from the frustrating, time-consuming chaos of commercial travel—a frictionless, ultra simple user interface that would feel intuitive in its navigation and comfortable in its use. It needed to be inherently sleek and luxurious to attract its core market, but also needed to enable secure high value transactions on a mobile device, and convey trust and reliability.
Our Assess and Define phases revealed that what high-value consumers truly want is hurdle-free, instant gratification. Simply put they want what they want when they want it. The identity we developed for BlackJet is bold, confident, and elegant. The “B” is abstracted, drawing directly from the design direction’s concept of the fast, frictionless journey. It takes the shape of wings, both in the positive space created by the curves of the “B” and the negative space, that reveals the sleek nose and wings of a jet. A moody, sexy, monochromatic color palette and contrasting, geometric font further advance the personality of the brand and differentiate its identity from its competitors