Extrajet is a new kind of airline that is unique in offering a solely business class service and experience which is encapsulated by our tagline ‘more than an airline’.
Crafting the Identity
The wordmark feels modern and friendly, whilst still maintaining a corporate and reassuring edge. Small angular cuts in the ‘x’ and ’t’ letterforms reference the shapes and form of the flagship Extrajet aircraft, the Embraer 135 jet.
Building the Brand
The Graphic Device is drawn from the Extrajet wordmark and forms the shape of a forward facing arrow, which references the unbeatable service the brand has to offer and informs the tagline ‘more than an airline’.
The Embraer 135 is the primary aircraft in the suite of Extrajet vehicles. Powered by two turbofan engines, the quaint, 37-seater aeroplane emphasises the focus on the brands commitment to quality and service. Fewer people on each flight ensures that the service is bespoke to the individual and everybody is catered for.
It was clear from speaking to the CEO of the company that the brand needed to have a straightforward approach that didn’t beat around the bush. To help push this idea, we developed a messaging platform that is built around the ‘more/less’ concept.
The headlines created are purposely witty and a little bit tongue-in-cheek, which is epitomised by the leading headline ‘more business, less baggage’.
The print material shows examples of how the brand comes to life through the combination of colour, typography, messaging and imagery.
We wanted to take a slightly different approach to the photography than competitors in the same field. To emphasise the premium side of the brand, we focused on close crops and details that lie within the beauty of a well-crafted aircraft and combined these with lifestyle-focused imagery of business travellers.
For the brand launch, we created a series of illustrations that focus on business travellers and the unique service that Extrajet offers them. We opted for a clean and flat style of illustration that emphasises the recognisable brand colours and delivers the message in an instant and clear way.