Jetstream handles ground services, ramp logistics, and cabin maintenance for airlines at over 20 major airports. They needed a powerful rebrand and website. A year later, I am on their leadership page.
01
The Problem
After 25 years, the brand felt as dated as the day it was founded.
A new CEO brought a mandate for the future, but the identity remained stuck in the past. The old logo looked small and tired, quietly undercutting a major North American operation. The brief was simple: build a fresh brand for a new chapter.
Drag to Compare: Old → New
Discovery → Ideation → Concept Selection
02
The Approach
A method before a single sketch.
I ran a focused brand discovery based on the Google Ventures brand sprint. Working with key stakeholders, we defined how Jetstream wanted to look in the market: established or upstart, serious or approachable. That became the brief, ensuring every direction traced back to intent, not a guess.
01
Brand Discovery
Personality sliders and market positioning with lead stakeholders.
02
Wide ideation
Dozens of directions explored on paper before going digital.
03
Concept selection
The strongest ideas refined into clear concepts, presented for final decision.
03
Identity & Collateral
One identity applied everywhere.
01
A brand guide that thinks in systems
Logo construction, spacing, color, typography, and illustration style. The document that kept the brand consistent across every team.
02
Every surface of the brand touched
Business cards, postcards, apparel, trade-show graphics, email signatures, social templates, and swag. The brand applied with the same rigor everywhere it appeared.
Complete Brand Identity Guidelines
Visual Design Collateral
“This new image truly reflects who we are and where we want to go with both our customers and employees.”
Custom website design and build
04
The Website Platform
Designed and built end to end.
A responsive corporate website redesigned and built from the ground up. Custom looping hero video, services, a dynamic locations map, careers, and an employee portal, and much more. No templates used, but built to be easy to maintain.
05
The Partnership
From vendor to thinking partner.
I went from delivering a fresh logo and website to an embedded design department. Each phase earned the next until POPflow operated like Jetstream’s own design function. That is the POPflow model: an embedded, strategic department of one. It integrates as deeply as needed. With Jetstream, it went far enough that they listed me on their leadership page.
Once the brand and site were live, my role expanded from maintaining the website and producing physical brand assets to facilitating design-thinking sessions on internal operational challenges well outside a creative brief.
That is the line between a vendor and a strategic partner. A vendor just delivers what you ask for. A strategic design partner helps you think.
Embedded Fractional Design Director
Design Thinking Operational Discovery Workshop
© POPflow Design LLC · MMXXVI
Jackson Carson, President
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Longmont, Colorado, USA
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