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.

The campaign's job was to communicate real rewards program benefits — points, perks, purchase incentives — without sounding like a credit card ad. My job was to find a voice that delivered those details in a way that felt warm, confident, and human. Not salesy. Not corporate. Something that actually sounded like JetBlue.

As the CD and writer, I developed the voice and tone, executing it across OOH in airports nationwide, in-flight messaging, print ads in Travel & Leisure, direct mail, and digital — then codified it all in a comprehensive style guide. The campaign ran nationally and was well received by both the brands and consumers alike.