JetBlue/Amex Card

When the JetBlue Card from American Express relaunched with new benefits, it needed more than updated messaging — it needed a unified voice. Two iconic brands, each with a distinct and loyal identity, had to speak as one. Every line, every touchpoint, every piece of copy had to earn approval from both organizations. That's not a small ask.

The campaign's job was to communicate real rewards program benefits — points, perks, purchase incentives — without sounding like a credit card ad. The brief pointed us toward the rewards. My job was to find a voice that could deliver those details in a way that felt warm, confident, and human. Not salesy. Not corporate. Something that actually sounded like JetBlue. Across every channel — OOH in airports nationwide, in-flight messaging, print ads in Travel & Leisure, direct mail, digital, I was not only responsible for developing the voice and tone of the campaign, but create a a comprehensive style guide to hold it all together.