Jetex Creative Branding & Global Visual Identity

Jetex has evolved from an aviation services company into a globally recognizable private aviation and luxury lifestyle brand.

Since joining Jetex in 2017, first as Creative Manager and later as Creative Director, I have led the development and global application of its visual brand across corporate identity, digital experiences, advertising, private terminals, exhibitions, photography, branded objects, immersive activations, motion content and experiential design.

The responsibility has always gone beyond individual campaigns. My role has been to create a visual system capable of making Jetex recognizable across countries, platforms and physical environments while maintaining the same sense of precision, confidence and luxury.

My creative leadership for Jetex has covered:

- Global visual brand development
- Corporate identity refinement
- Brand standards and global guidelines
- Creative direction across campaigns and services
- Art direction and photography direction
- Website design, UX and development oversight
- OOH advertising and city-scale campaigns
- Private terminal branding and environmental graphics
- Exhibition stand creative direction
- Experiential installations and promotional activations
- 3D art and branded sculptures
- Brand collectibles and bespoke objects
- Motion graphics and large-format screen content
- Personalized terminal screen experiences
- Digital brand tools and internal creative systems
- Storyboarding and art direction for brand films
= Creative concepts for events, roadshows and milestone celebrations

From 2017 through 2026, I have been responsible for shaping how Jetex looks, feels and communicates visually across its global brand presence.

As the brand expanded internationally, the creative challenge became increasingly complex. A campaign appearing in Dubai needed to feel connected to an airport environment in Europe. A terminal screen needed to speak the same visual language as an outdoor campaign. A brand collectible, exhibition stand, website experience or large-scale installation all needed to feel unmistakably Jetex.

My role has included establishing creative direction, developing brand standards, generating concepts, directing design and production, reviewing implementation and protecting visual consistency across markets.

The work has been produced alongside a wider in-house and specialist team. Individual designers, developers, photographers, production partners and agencies have contributed to different executions over the years. During his time at Jetex, Shahbaz Zubair contributed as a Creative Designer and Photographer across campaign, digital and photography work, including collaboration on the website redesign.

The broader creative system, visual direction and evolution of the Jetex brand across these touchpoints has remained the central focus of my role.

From Identity to Brand System

A visual identity becomes valuable when it remains recognizable everywhere it appears.

One of my earliest priorities was refining Jetex's corporate visual language and developing a structured identity system that could scale with the company's international growth.

This included defining and standardizing:

- Brand colors and the use of Jetex orange
- Typography
- Graphic language
- Logo application
- Photography direction
= Layout principles
= Advertising treatment
= Digital interfaces
= Environmental branding
- Presentation and communication systems

These standards evolved into comprehensive brand guidelines designed to maintain visual consistency across Jetex locations and communications globally.

The objective was simple: whether someone encountered Jetex on a billboard, inside a private terminal, at an aviation exhibition, on a website or through a digital campaign, the brand needed to feel like the same Jetex.

Color became one of the strongest recognizable signals of the brand.

Jetex orange was developed beyond a corporate color into an environmental and experiential device.

At the Jetex Dubai private terminal, branding was designed to extend toward the aircraft side of the experience. Pilots and passengers approaching or parking an aircraft could encounter the orange identity before entering the terminal.

This changed branding from something applied to communication into something embedded in the physical journey.

The principle extended into advertising, objects, exhibitions, digital experiences and activations, creating a consistent visual signal across very different environments.

Digital identity became another important extension of the brand.

I led the strategy, design direction, UX architecture and development oversight of the Jetex global website, creating a digital experience that connected aviation services with Jetex's luxury hospitality positioning.

The project included global location profiles, service architecture, interactive mapping, airport information, responsive design, conversion paths and a visual language aligned with the broader Jetex identity.

The website went on to receive World Travel Awards recognition as the World's Leading FBO Brand Website.

Its role in the brand was larger than digital communication alone. It became one of the primary places where the complete Jetex experience could be expressed globally.

The visual brand also needed to work at city scale.

I have developed and directed Jetex OOH creative across major luxury and aviation markets, including:

- Dubai
- Abu Dhabi
- Monaco
- Milan
- Paris
- Zurich
- Nice
- Geneva and other international locations

Outdoor advertising requires a different creative discipline from digital design.

A message may only have seconds to communicate. Visual recognition, hierarchy, image selection and restraint become critical.

The OOH direction therefore focused on strong brand codes, premium imagery, confident composition and an unmistakable use of Jetex's visual identity.

Jetex terminals are among the brand's most important physical touchpoints.

The creative work extends beyond signage into the complete visual environment.

For the Dubai terminal, I developed branding that reinforced Jetex's identity across passenger-facing and aircraft-facing areas, ensuring that the visual language was already present as guests arrived by air or approached the terminal.

Terminal branding included:

- Environmental graphics
- Large-format visual applications
- Digital display content
- Brand imagery
- Directional and experiential branding
- Personalized screen content
- Event and seasonal creative

The goal was to make the terminal itself an extension of the brand.

Digital screens inside Jetex terminals became another important storytelling surface.

I have designed and directed content for large-format screens across Jetex environments, covering corporate messaging, destination imagery, campaigns, events and personalized guest content.

Because private aviation is built around individual service, personalized content can transform a digital display into part of the hospitality experience.

That same principle has shaped the development of systems that allow Jetex teams to deliver personalized, on-brand visual experiences while preserving creative consistency.

For the 2022 FIFA World Cup period, Jetex created a giant football installation at its Dubai private terminal.

I worked on the creative concept and visual direction behind the project, translating the excitement surrounding football into a large-scale branded experience.

The finished 9.9-metre fiberglass sphere earned Jetex a Guinness World Records title for the world's largest fiberglass sculpture of a sphere (supported).

The installation demonstrated how a temporary activation could become a destination, a media asset and a physical expression of the brand at the same time.

Travel itself became inspiration for one of Jetex's recurring visual symbols: the trunk.

I developed a bespoke Jetex travel trunk as a branded collectible, connecting the heritage of luxury travel with contemporary private aviation.

The concept later expanded into other experiences.

A photo booth was creatively designed using the language of the Jetex trunk, turning a recognizable travel object into an interactive activation.

I also developed the creative direction for an oversized Jetex trunk installation with shelves displaying objects connected to aviation, travel, luxury and the Jetex brand universe.

The trunk became more than packaging. It became a storytelling device.

Some of the most memorable brand expressions exist outside traditional advertising.

Over the years I have developed and directed a range of physical brand objects and collectible concepts designed to extend Jetex into art, lifestyle and culture.

These have included:

Jetex Staff Sculptures

Stylized 3D sculptures inspired by Jetex team members, transforming elements of company culture into collectible brand characters.

Life-Size Jetex Chess

A custom 3D-printed life-size chess concept where traditional pieces were reinterpreted through objects associated with Jetex, aviation and luxury.

The result turned a familiar game into a physical brand world.

The Jetex Orange Balloon

A large 3D orange balloon installation created as a visual symbol of flight and the Jetex brand, designed for use across promotional activations.

The Jetex Biplane

A real biplane was acquired and visually customized to become another physical expression of flying with Jetex.

Used as an activation object, it connected the romance of early aviation with the contemporary Jetex identity.

Branded Collectibles & Giveaways

Custom objects and giveaways were designed as extensions of the visual identity rather than generic promotional merchandise, allowing the brand to remain present beyond an event or campaign.

Hospitality can also be communicated through unexpected details.

For the companion dog that accompanies guests through the Jetex Dubai experience, I developed the creative design of a dedicated dog house that reflected the same attention to brand, hospitality and personality found throughout the terminal.

The Jetex dogs also became characters within brand storytelling.

For Valentine's Day, I storyboarded and art-directed a film built around the two dogs meeting and finding love inside the Jetex terminal.

The campaign used warmth, character and narrative to show a more playful side of private aviation while remaining visually connected to the brand.

Photography has played a fundamental role in shaping Jetex's luxury perception.

My responsibility has been to direct the visual language behind the photography, including:

Campaign concepts
Shot direction
Composition
Styling
Location and environmental storytelling
Image selection
Retouching direction
Final campaign application

Photographers and creative contributors have brought their individual craft to production, while the art direction has ensured that imagery remains part of the larger Jetex visual language.

This distinction has been especially important as the brand expanded across terminals, campaigns, digital platforms and international markets.

Aviation exhibitions place many competing brands within the same physical environment.

For Jetex, the stand therefore needed to function as more than exhibition architecture. It had to become an immediate expression of the brand.

I have developed creative concepts and design direction for Jetex exhibition stands, roadshow environments and event experiences, covering:

Spatial concept
Visual language
Brand hierarchy
Large-format graphics
Digital screens
Motion content
Interactive moments
Hospitality details
Supporting collateral

The goal has always been to make Jetex recognizable before a visitor needs to read the logo.

Brand perception becomes especially powerful when people can physically enter it.

I have created and directed promotional pop-ups and spatial activations that translate Jetex's visual identity into three-dimensional experiences.

These environments combine:

Architecture
Graphic design
Light
Digital content
Objects
Photography
Motion
Storytelling

Each activation is treated as a temporary expression of the larger Jetex brand system.

Moving image has become an increasingly important part of Jetex's creative language.

My work has included creative direction, concept development, storyboarding and art direction for motion graphics, promotional films, event content and campaign storytelling.

For Jetex's 20th anniversary in 2025, I art-directed an anniversary film created for large-format presentation and directed the creative narrative for an accompanying drone-show experience.

The challenge was to compress two decades of growth, aviation and brand evolution into a visual story capable of working on a monumental scale.

Maintaining a global brand requires more than guidelines stored in a document.

Over the years, I have also worked on systems designed to make the brand easier to use consistently across teams and locations.

These have included:

Online brand toolkits
Internal communication systems
Digital templates
E-learning environments
Automated creative communication tools
AR and VR concepts
Social camera experiences
Motion systems for roadshows and exhibitions

The objective has been to turn brand consistency into an operational system rather than relying only on individual design approvals.

The most important part of my work with Jetex has never been one advertisement, one website, one terminal or one activation.

It has been the relationship between all of them.

A passenger may first encounter Jetex on a billboard in Monaco.

Later they may discover the website.

They may arrive at the Dubai terminal and recognize the orange from the apron.

Inside, they may see a personalized screen, encounter a branded object, watch a film or interact with an activation.

Every touchpoint adds another signal.

My responsibility has been to make those signals feel like parts of the same story.

From 2017 through 2026, that has been the central goal behind my creative direction of Jetex: building a visual brand capable of moving across aviation, hospitality, digital, art and luxury while remaining unmistakably itself.

Global Visual Identity
Refined corporate identity and comprehensive global brand guidelines.

Award-Winning Digital Experience
Creative direction, UX architecture and development oversight for the Jetex global website.

Global OOH
Creative campaigns across Dubai, Abu Dhabi, Monaco, Milan, Paris, Zurich, Nice, Geneva and other markets.

Guinness World Records Activation
Creative concept and visual direction associated with Jetex's 9.9-metre football sculpture during the 2022 World Cup period.

Terminal Experience
Visual branding, large-format screens, personalized content and aircraft-facing brand applications.

Experiential Branding
Pop-ups, exhibition environments, photo booths and spatial brand activations.

Brand Objects
Travel trunks, 3D staff sculptures, life-size chess, orange balloon installation, customized biplane and branded collectibles.

Photography & Film
Art direction across campaigns, photography, storyboards, motion graphics and brand films.

20th Anniversary
Art direction for Jetex's 2025 anniversary film and drone-show storytelling.

Brand Systems
Digital toolkits, internal brand resources and systems supporting global consistency.

Client: Jetex
Project: Global Creative Branding & Visual Brand Development
Period: 2017–2026
Creative Lead: Wael Mckee
Role: Creative Manager, later Creative Director
Current Position: Creative Director, Jetex
Scope: Creative Direction, Global Visual Identity, Brand Guidelines, Art Direction, OOH, Digital Experience, Website, Spatial Branding, Experiential Design, 3D & Motion, Photography Direction, Exhibitions and Brand Systems
Base: Dubai, UAE
Industry: Private Aviation, Luxury Travel, FBO Services and Hospitality

Building a global brand is collaborative by nature.

Over the years, I have worked with designers, photographers, developers, production teams, agencies and specialist partners who brought their individual expertise to different parts of the Jetex brand.

My role has been to establish the creative direction, connect those disciplines and ensure that the final output remains part of one coherent visual system.