XOJET
Is there anything more glamorous than traveling to your destination via private jet? A driver picks you up, takeoff is on your (weather permitting) schedule, and the menu is, well, whatever you want it to be. Surprisingly, XOJET, a world-class private aviation company known for exceptional service and one of the newest fleets in the industry was having trouble reaching potential customers.
Services // Research & Brand Strategy
DISCOVERY
Working with the SF-based agency Novio and XOJET leadership teams, Pushup dove in to investigate the problem. To gain brand insights, we interviewed a range of clients from politicians to celebrities, and held workshops with pilots, flight engineers, and internal staff.
We uncovered many unfavorable perceptions of the industry (shady brokers, bad food, old planes) that were damaging XOJET, too. Through the discover phase, We walked away with a new understanding of what it really means to fly private, and a strategy to rebrand service within the industry.
DISCOVERY
Working with the SF-based agency Novio and XOJET leadership teams, Pushup dove in to investigate the problem. To gain brand insights, we interviewed a range of clients from politicians to celebrities, and held workshops with pilots, flight engineers, and internal staff.
We uncovered many unfavorable perceptions of the industry (shady brokers, bad food, old planes) that were damaging XOJET, too. Through the discover phase, We walked away with a new understanding of what it really means to fly private, and a strategy to rebrand service within the industry.
THE RESULT
The discovery phase leveraged our insights and distilled the unique spirit of XOJET in two, intentional words. “Take Command” offers direction to internal employees, as well as a clear message of authenticity to new XOJET customers. The messaging was featured in a bold new brand campaign in the New York Times, across NYC billboards, and on the company website.
Photography // XoJet // Novio
Photography // XoJet // Novio
Hello From San Francisco
© 2021 PushupCo
Hello From San Francisco
© 2021 PushupCo