Brand management
Codifying the JetBlue brand at scale
While brand books existed before my time at JetBlue, none were as comprehensive or operational as the Owner’s Manuals — a series of environmental, uniform, copy and visual style guidelines designed to translate the JetBlue brand story into everyday decisions.
I led stakeholder interviews and listening sessions across the organization to surface how teams understood the brand in practice. Those insights became the foundation for a clearer, more cohesive articulation of JetBlue’s values and brand personality, and how they should show up across physical spaces, uniforms, and communications. From there, I wrote and project managed the development of the full suite of Owner’s Manuals, ensuring the brand wasn’t just described but made usable.
For the Uniforms edition, I also produced and led a photoshoot for the newly launched uniform program, creating imagery that captured both the design and the brand tone. Years later, those images continued to be used across JetBlue’s marketing and communications channels.
The result was a brand foundation that aligned teams, guided decisions, and ensured JetBlue showed up consistently from airport spaces to tone of voice.
My role: Brand manager, project lead and writer.
