brand development
During my time at adam&eveDDB my focus with our client, JetBlue, was to evolve and strengthen the brand across multiple customer touch-points that enhance visual consistency and elevate the design system to better support large-scale campaigns.
I refined illustration styles, developed scalable templates for email, social, and push notifications, and optimized digital assets to ensure the brand identity remained cohesive while still allowing room for creative storytelling.
These updates modernized JetBlue’s visual language, reinforced brand recognition, and enabled the marketing team to deliver faster, more consistent creative across every platform.
Illustration revision
The JetBlue illustration style was refined to feel more polished and expressive while staying true to the brand’s upbeat, travel-forward personality. Each illustration was crafted to balance fun with function that were detailed enough to add richness and charm, yet flexible enough to scale across multiple destinations and campaigns.
These refinements not only elevated the visual identity but also established clearer illustration guidelines within the broader brand system—creating a cohesive library that helps teams communicate the JetBlue experience with warmth, energy, and a sense of adventure.
multi-channel design
Majority of JetBlue projects I work on are designed to be a multi-channel experience, extending across social platforms like Gmail, Twitter, LinkedIn, Facebook, Instagram, which includes mobile and desktop.
Each campaign is built with adaptability in mind, ensuring that visuals, messaging, and tone feel cohesive no matter where the audience encounters them.
Maintaining this consistency across channels not only strengthens brand recognition but also creates a seamless customer experience that feels connected from scroll to screen to sky.
through-tie development
Through-Ties were created to address a core brand challenge which was inconsistent messaging across campaigns that weakened recognition and engagement. This system established a unified storytelling framework connecting seasonal and thematic initiatives under one recognizable visual identity.
Each Through-Tie campaign evolves with the season, introducing fresh visual elements while maintaining a consistent structure to ensure brand continuity. Photography, illustration, and copy work together to highlight travel as a bridge between destinations and stories, making every execution feel both new and familiar.