Jetblue • MullenLowe U.S.
Destination: Iconic blue

When America's largest low-cost airline named jetBlue wanted to redefine their library of icons, guess what color they chose? Your answer is either right or ironic, because, of course, they went for the blue! In fact, 90% of the brand's color palette was various shades of blue.

As for us, we didn't get the blues because of it. Quite the opposite! Making Miami look warm despite the cool color palette? We got it! Making papaya look like a papaya, not a pumpkin? Let's go! 'Cause there ain't nothing we can't do with fifty shades of blue.

Flat-tering experience

The limited color palette was a craft challenge we absolutely enjoyed! Combining flat illustrations with simple backgrounds and lightweight texturing on objects, we managed to create over 100 unique icons that were almost entirely blue. We covered everything related to traveling: destinations, food, architecture, accessories, animals, luggage – you name it!

Animal kingdom

Whether it was a monkey in a tree or a turtle in the sea, we made sure all wildlife looked like they belong to one big family.

Urban skylines

Literally, out of the blue, we built skylines of famous and iconic buildings that unmistakably pointed to the specific jetBlue destinations.

Guess the place

We paid a lot of attention to details of every building, tourist attraction, or significant object to represent the environment and place it's at.

Sketch, please!

It all started with a sketch! Content, composition, layout, and even the approximate shading of each and every illustration were decided during the first stage of the project. That's how we made sure the whole jetBlue icon-library fits together from A to Z.


Art Director
Gints Gutmanis

Veronika Horban

Elina Alain

Creative Direction
MullenLowe U.S.

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