Comprehensive Identity Programs






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Moving Brands

Blackjet by Moving BrandsBlackjet by Moving BrandsBlackjet by Moving BrandsBlackjet by Moving BrandsBlackjet by Moving Brands


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

Black­Jet is all about build­ing an aspi­ra­tional brand. Mov­ing Brands got that imme­di­ately and deliv­ered pitch per­fect strat­egy for build­ing Black­jet into a global brand. This is why Mov­ing Brands has been a per­fect part­ner. — Shervin Pishe­var, Man­ag­ing Direc­tor of Menlo Ventures

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