JetSuiteX Rebrands As JSX

JetSuiteX is unveiling a brand overhaul to better define its niche category, straddling the line between commercial air travel and private aviation. The California-based airline enables travelers to book travel starting at $89.

The company worked with artistic director Paul Wylde and his boutique agency to spearhead the renaming strategy and design the new JSX brand mark.

“As we continue to grow, it’s important we not only distinguish ourselves uniquely as a brand, but as a new type of travel solution that is focused solely on creating a ‘Joyfully Simple Xperience’ every time you fly," explains company founder Alex Wilcox. 

San Francisco-based creative agency Eleven was responsible for the new brand platform development and multichannel design, as well as a campaign to drive home the promise of ease and time savings. 



"We wrapped it all up with a simple yet profound prompt: ‘hop on,’ says Ted Bluey, creative director at Eleven. 

The new ad campaign debuts across multiple digital channels today, including Facebook, Instagram, YouTube and Kayak.  

“Because commercial flying is such drudgery, the notion of joy in flying is a foreign concept to so many business and leisure travelers," says Wilcox. "We have created a one-of-a-kind model at JSX that fuses the best of the commercial experience, meaning accessibility and cost efficiency, with the best of private flying which is ease, time efficiency and an elevated experience."

The two-hour “The Longest Goodbye” video on YouTube jokingly reinforces this timesaving notion by showing the interaction of a couple using their two extra hours to say goodbye before a JSX flight.

JSX currently flies daily out of six airports: Burbank (BUR), Las Vegas (LAS), Orange County (SNA), Napa/Concord (CCR), Oakland (OAK), and Seattle-Boeing Field (BFI). Its seventh destination will launch later this month with flights from Phoenix Sky Harbor (PHX).

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