Public charter airline JetSuiteX has completed a rebrand, unveiling a new name, JSX, alongside a new logo, website and advertising campaign.
Founded in 2016 as a subsidiary of private jet charter company JetSuite, currently maintains the same routes and business model, but now self-describes as a “hop-on jet service.”
“We have created a model at JSX that fuses the best of the commercial experience, meaning accessibility and cost efficiency, with the best of private flying which is ease, time efficiency, and an elevated experience,” said JSX co-founder and CEO Alex Wilcox.
“As we continue to grow, it’s important we not only distinguish ourselves uniquely as a brand, but as a new type of travel solution that is focused on creating ‘Joyful, Simple Experiences’ every time you fly—and which is now clearly reflected in our new name ‘JSX.’”
Wilcox, also a JetBlue founding executive, decided to form the company in response to decreasing short-haul traffic alongside rising short-haul fares in the United States.
According to the public charter provider’s website, it targets time-sensitive customers who want to “enjoy the convenience of private travel at not-so-private fares.”
The company’s fleet of Embraer ERJ-135LR aircraft are modified to provide more room, with overhead bins and seats removed to provide an overall capacity of 30 passengers.
JSX currently offers 330 flights per week between six airports in Nevada, California and Washington, and is planning to add Phoenix as its seventh destination later this month.
Paul Wylde and creative agency Eleven Inc. were responsible for the rebranding effort.