Brand Identity | Creative Direction | Relationship Marketing
The Challenge
Jet2holidays wanted a premium offering that could attract a more affluent audience, without losing the trust and value-for-money reputation that built the parent brand.
The Approach
I created the Indulgent Escapes identity from the ground up: logo, visual language and customer communications for Jet2holidays' premium tier. Across brochures, personalised direct marketing and digital touchpoints, every piece was designed to balance aspiration with reassurance: premium enough to feel like a step up, familiar enough to still feel like Jet2holidays.
The Outcome
The work led directly to winning Jet2holidays as a client, including all of their holiday brochure production, a premium sub-brand that held its own in a crowded market while staying recognisably part of the Jet2holidays family.
A luxury brand people trust is worth more than a luxury brand people admire from a distance.
