PRIVATE JET
SALES
Your aviation intelligence partner.
Creative and Art Direction for Brand & Visual Identity
Private Jet Sales (PJS) came to me at a pivotal moment: the company was evolving from a traditional aircraft brokerage into a modern, emotionally intelligent aviation advisory. Their existing brand no longer reflected the sophistication, discretion, and data-driven insight that define their service.
They needed a visual identity that could:
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Express their positioning as an “Aviation Intelligence Partner.”
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Build trust with UHNW individuals, family offices, and corporate flight departments.
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Differentiate from legacy competitors who lean heavily on conservative, impersonal aviation tropes.
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Communicate global capability with the intimacy of boutique-level guidance.
In short: PJS needed a brand that could be both quietly confident and unmistakably world-class and that separates them from the overly the corporate and extremely unregulated world that is private aviation consulting.
The challenge continued as I explored two identity directions—one a refined evolution of the existing logo, the other a bold, clean-slate concept—both rooted in the idea of PJS as the Aviation Intelligence Partner. The strategy centered on emotional intelligence, data-driven clarity, and keeping the human experience at the center of the business.
The final mark is timeless yet modern capturing the feelings of freedom and speed, and expressing quiet confidence.
A grown up brand deserves more than a new mark, it's the entire system that needs to evolve and bring new energy and live to the brand. The clients leaned into exploring the idea of what "modern" could be and their trust in my process delivered a palette so bespoke it couldn't be mistaken for any other company in the space.
Purchasing something like a luxury jet is personal, powerful, and exciting.
To continue evolving the brand a collateral suite was created with small touches like spot gloss, soft-touch coating, and quality rag paper.
Today, if a business doesn't have a website, (and no, a facebook page doesn't count), then how can people really trust the process and product?
Our multi-page site is thoughtfully built for accessibility while keeping the class and presence front and center.
The integration of the logo variations, colors, custom icons, and intelligent storytelling has made this brand see an immediate increase in site traffic.
Everything from the email signatures, collateral, website design, and more is included in a brand guide and you can read through it here.
