Fly the Branded Skies

Flyby Wire:  October 1st, 2013

The Work This Week: October 1st, 2013

Welcome to the 17th issue of The Work This Week, a weekly roundup of new advertising, identity, and brand experience work from around the airline industry. This week, jetBlue airs on the side of humanity, Thomas Cook grows a heart, and Air France redesigns its cabins for the rest of us.


  • JetBlue released a second spot in its “Air on the Side of Humanity” campaign, once again starring the pigeon. Agency: Mullen, Boston.


  • JetBlue also revealed the name of its forthcoming transcontinental premium service: Mint. Mint will feature lie-flat seats, a tapas-style menu, and many other amenities, at a very low starting price. The video introducing the new service conspicuously avoids showing the new A321’s tail — but a picture of a model of the new plane reveals a tail flecked with green. Presumably minty green. Source: USA Today
  • The companies owned by Thomas Cook Group — including airlines Thomas Cook and Condor — have unified under a single brand nicknamed the “sunny heart.” The identity had been tested in Scandinavia for the past year. Agency: Happy F&B, Göteborg, and in-house. Source: Design Week.


  • Air France is completely redesigning its Economy and Premium Economy cabins, with new seats and new service items designed by Eugeni Quitllet. The new cabins will debut next summer. Source: The Design Air.


  • As part of its 30 Days of Friendly social campaign, United did not announce a return to the tulip logo, nor did it launch a new Web site.


If you have any tips, e-mail me or tweet them at @brandedskies. See you next week!

Image credits: Condor, Air France,