The Status Quo
Modernizing a legacy family-owned brand
Over the past 25 years, JetStream has grown exponentially, yet never lost sight of its family-owned roots. With an impeccable reputation of providing top-quality service to major airlines, JetStream deserves to remain a competitive contender in the ground services marketplace.
Due to JetStream's legacy status, there is some 'branding baggage' from the early years that no longer befits a modern, competitive company. Your communication strategy, visual brand, and website require substantial renovation in order to maintain relevance and edge out competitors in the evolving ground services space.
Inside the company, JetStream is struggling to invigorate employee engagement and attract new talent. Luckily, branding plays a significant role in stimulating employee interest and commitment to the company. With a fresh and relatable personality, a modernized look, and a philosophical compass that resonates with employees and clients alike, JetStream would attract top talent and improve employee retention.
The Spark
The next 25 years
With the 25th anniversary of JetStream rapidly approaching and a significant change in leadership underway, it's time to consider what the next 25 years will look like for JetStream. Will JetStream remain comfortably in the past or forge bravely into the future with new life, securing its position as an industry leader in the years to come?
This moment in the lifetime of JetStream is a rare opportunity to reconsider core strategies, make overdue changes, and modernize every aspect of the brand. We will be your partners in reinvigorating JetStream's internal culture, client acquisition/interaction strategies, and presentation to potential customers across mediums.
Additionally, competitors such as GAT have recently renovated their brands and websites, recognizing the need to visually and philosophically impress potential clients as well as their own employees. We are confident that we can build an online presence (and marketing strategy) for JetStream that will outshine even the most intimidating competitors (while simultaneously simplifying your website maintenance with the power of Webflow).
Lastly, with a nationwide return to air travel post-COVID, demand for ground services will be higher than ever before. After a rebrand, JetStream will be poised to deliver eye-catching proposals and secure dream clients with a refined sales funnel.
The Rise
Our approach
Ideally, a rebrand will shape the way JetStream does business in the coming years. It should inspire innovations, constantly improve the customer experience, and instill a sense of purpose and personality for your company. Here are some of our ideas.
Strategizing JetStream's reinvention
With a modern marketing strategy, detailed buyer and decision-maker personas, clear communication guidelines, a fresh new tagline, and an electrified internal culture, JetStream will impress potential clients with a meaningful and consistent brand.
We'll also work with you to discover a positive impact for JetStream. By considering more sustainable practices, donating to applicable causes, and actively fostering an equitable workplace, JetStream will resonate with the values of its employees, its ideal clients, and the public at large. Shared values are essential to inspiring brand ambassadors and loyal employees.
In the effort to improve employee engagement and attract new recruits, a renovated overall brand will also play a key role. Modern brands leverage the power of personality to unite employees under a set of traits, values, and goals, empowering them to succeed. We'll help you do just that.
Landing clients with modern visuals
In our opinion, the current logo is a bit dated, and appears to represent an airline rather than a ground services company. Your company's logo is an opportunity to communicate key aspects of your brand. The current logo is also likely to appear 'out of place' on a modernized website. Though we acknowledge that a logo re-haul would be a significant practical hurdle for JetStream, we would advise that a rebrand is the best time to accomplish a change of that scale, particularly after 25 years.
New vests, business cards, and other local collateral would reinforce the shift in company culture and demonstrate that JetStream takes its brand and internal culture seriously. Perhaps this would be an opportunity to sustainably outfit your employees, furthering your impact and spreading goodwill within the company. By updating the visual identity and logo to meet modern standards, we'll craft a timeless style guide made to last for the lifetime of JetStream.
In addition to the visual identity components listed in the service summary tab below, we would provide presentation templates and business cards in line with the new visual identity, ensuring that your interactions with potential clients remain consistent throughout the purchasing process. Cohesive and consistent branding indicates consistency in business and delivery of services. We would be happy to discuss creating other collateral as well.
A website to outshine the competition
At BrandShine, we specialize in crafting truly unique and engaging online experiences. The current JetStream website presents numerous opportunities for improvement.
In addition to the main pages of your new site, we will use Webflow's Content Management System to create beautiful 'templated' pages for case studies/success stories, locations, services, news posts, team members, and more. This means that your team will be able to add, modify, or remove such content from the site in a snap, always ensuring a user-friendly experience and posing no threat to the design or backend code of the website. These variables can be cross-referenced as well, meaning that you can choose which services are offered at each individual location, for example.
On JetStream's current site, News articles are linked from an outside domain, preventing appropriate indexing by Google. By posting News articles within the Webflow CMS, JetStream will receive a significant SEO boost.
You will also be able to generate custom landing pages in a matter of clicks, optimizing your search engine performance by targeting searches for specific services in specific regions. We'll discover even more new ideas for enhancing your sales funnel and outshining the competition as we work together.
Additionally, we would build a page on the website dedicated to promoting the excellent employee experience at JetStream. The current site is quite limited in its careers information and primarily directs users to available positions rather than information or persuasive copy encouraging them to apply.
If the pictures on the current website are the only ones available, we would highly recommend professional photography (and perhaps videography) for the new website so that potential clients can better visualize your services and work environment. We would be happy to partner with a photography or videography agency in one of the cities where JetStream operates, as high quality photography is integral to a visually appealing and persuasive website. Photography/videography is not included in our proposed fee, as we would like to further discuss this option with you first.
We noticed there is very little information about COVID safety on the current site. We recommend dedicating an entire page of the new site to COVID safety procedures and the benefits provided by your sanitation methods, as well as your commitments to proper COVID conduct within airports. This will also offer an SEO boost, as airlines are likely searching COVID-related phrases when choosing ground services providers.
As your current Careers portal is hosted through Vista, your VP of Business Development confirmed that the careers system should be left alone and simply linked to from the new site to avoid a costly rebuild. We will provide the new branding assets to Vista so that they can update the portal to maintain consistency in branding across the new website experience. You could, however, add new positions to the new site directly using the CMS, and link from them to individual postings within Vista.
Finally, we were informed that the current website hosts information that is no longer accurate. We will correct the information, and make it easy for your team to add, edit, and remove information going forward using the Webflow Editor.
SERVICEs
Brand Strategy
There’s more than enough noise in the market. We'll help you craft a brand that strikes a chord and sings the song your target customer is waiting to hear.
Our data-driven process leverages the key perspectives of your team, your audience, and the existing market to triangulate insights that reveal unseen opportunities in the market, fuel branding greatness, and inspire extraordinary customer experiences.
Whether B2B or B2C, we'll equip your startup with the frameworks needed to communicate complex concepts and products with simplicity and emotion, building a modern brand that tugs at heartstrings, challenges minds, and activates action.
Introspect
Brand Auditing
Reputation Evaluation
Stakeholder Survey
Extensive Workshops
Investigate
Competitive Analysis
Audience Research
Surveys & Interviews
Insights & Ideation
Illuminate
Philosophy
Positioning
Personality
Messaging
Storytelling
Impact & Sustainability
Implement
Naming
Tagline Creation
CX Consulting
Website Copy
Content Strategy
Visual Identity
In order to close industry-disrupting deals and grow your loyal audience, you'll need a visual brand that is as meaningful as it is memorable––an instantly recognizable identity that captures the imagination and stirs the soul.
We'll help your maturing startup to find its place in the market by standing out, crafting a humanized brand with guidelines that enable flawless consistency.
Identity
Logo Design
Logo Animation
Typography
Colors and Textures
Digital Style Guide
Collateral
Stationery
Packaging
Social Media
Editable Templates
Mockups
Website Design
Let's face it: it's dangerous to play it safe when it comes to building a scale-stage website for your disruptive startup.
You startup is challenging the status quo, questioning age-old assumptions, and pushing the limits of what was thought to be possible––your website should embody that same philosophy.
We embrace the power of poetry in business to craft moving copywriting, distinguished designs, and remarkable online experiences that motivate your visitors to take action.
Built from scratch by pros.
Responsive and mobile-friendly
Search Engine Optimized
Clean-coded and fast-loading
User-friendly and fully accessible
Different by design.
No cookie-cutter templates
No maintenance fees
Easy to edit
Custom e-commerce
“BrandShine is an incredible experience for a business.” “Very professional, timely and incredibly easy to work with.” ”BrandShine did a fantastic job of taking our vision and turning it into a reality.”
“BrandShine did a stellar job.” “BrandShine did a marvelous job on the website redesign and brand overhaul for our firm.” “Our project was thorough and on time.“
“Asa will stop at nothing to see your dream through.“ “We were thrilled with the results. You will not be disappointed.” ”The energy he brings to the branding process is contagious.”
“Asa is highly talented and was a joy to work with.” ”BrandShine did a fantastic job of taking our vision and turning it into a reality.” "Asa makes the experience interactive and educational."
“Asa is completely committed to finding, developing and implementing the optimal solutions for his clients.” ”Asa brings the perfect blend of creativity and strategy to every project.”
