As part of JetBlue’s refreshed brand identity the pattern, Spotlight was developed as a bold system designed to bring a new energy to the airline’s visual language. Defined by vibrant color and eye-catching overlapping circles, the pattern reflects JetBlue’s focus on optimism, connection, and modern travel. Serving as a flexible graphic element that could live seamlessly across applications.
As Design Lead, I guided the visual evolution from concept through execution, ensuring the pattern extended the core identity while remaining adaptable at scale. I oversaw its application across multiple touchpoints composition to maintain clarity and impact in motion, print, and airport environments. The result was a distinctive and recognizable pattern that amplified JetBlue’s refreshed brand while adding personality with visual momentum to the overall system.
Credits
Project Lead – Cameron Trautman
Brand Strategy – Prophet Consulting
Photography – Laird Kay