CASE STUDY 02.

Jet Journal

A mobile travel application for saving and sharing places.

THE OVERVIEW

As co-founder and Head of Brand and Product, I led business, brand, and creative initiatives—including product development, brand strategy and messaging, influencer and ambassador programs, content strategy and creation, and collaboration with internal and external partners.

Year: 2017-2020

THE APPLICATION

The idea for Jet Journal sparked from my move to Paris and discovering everything the city has to offer. From specialty coffee shops to endless restaurants and cultural museums, I struggled to track places I wanted to visit and remember where I'd been. Jet Journal is essentially Pinterest meets microblogging—but for locations. The app allows users to save places with personal notes, create and collaborate on journals with friends, and document experiences using well-designed templates.

As with every project, I prioritized bringing a creative, aesthetic perspective to differentiate the app. Our team handled business and brand development along with backend development, while outsourcing frontend development and UI/UX to Yalantis in Ukraine. I facilitated collaboration between our internal team and external contractors to bring the vision for Jet Journal to life. We also participated in an international incubator program in Paris, building the startup alongside other founders.

THE BRAND IDENTITY

We collaborated with multifaceted designer Rebekah J to create a symbolic, modern, and clean visual identity. The 'J' icon represents a mockingbird in flight, symbolizing the brand's value of curiosity. Secondary brand marks incorporate geographic elements like topographic map lines to complement the primary logo. The visual identity thoughtfully reflects both the travel industry and the brand's core values.

OTHER BRAND INITIATIVES

Beyond app development and visual identity, I led brand initiatives spanning content, digital, and PR. I strategized and created written and visual content for the website, mobile app, social media, and marketing materials. Content creation involved traveling to document hospitality businesses and brands, such as boutique hotels, B&Bs, restaurants, and unique locations that captured a true sense of place.

I also co-created a brand ambassador program to build loyalty and awareness with early adopters, featuring custom branded gifts and community-driven perks. We also collaborated with aligned micro-influencers to expand awareness and drive quality app adoption.