RW STUDIO - Brand and Motion Design

The brief

Jetstar, a common name in Australia, is a national low-cost airline and subsidiary of Qantas that flies both domestic and international routes. In late 2024, independent agency Thinkerbell had the assignment of leading a brand refresh and bringing to life the brand's new creative platform - 'Take Off More'. We were brought on as the motion partner to help define the brand's motion principles and behaviours as part of this refresh, and deliver a suite of key motion assets for international rollout.

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Agency: Thinkerbell

Outcome

A defined and dynamic motion system. One built to amplify the new creative and visual identity platforms while speaking to the brand's core offering of frequent, fast and flexible travel. The result was a motion language built around the brand's new 'star system' - a visual identity update born from the brand's iconic star. The individual points of the star became jets, able to fly and move dynamically and independently. In support, all motion moments had to bring through the tactile feeling of flying. The click of a seatbelt. The surge of an engine. The feeling of taking off more. Huge thanks to folks below from Thinkerbell for having us on this project.

Credits:

Keir Vaughan (Head of Craft), Maddy Verma (Lead Thinker), Jared McDowell (Lead Design Tinker), Zoe Blochlinger (Production Tinker) and the full Jetstar team at Thinkerbell. Likewise to Jetstar Australia who own the complete rights to the footage used throughout this case study.

Motion Principles

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Credits:

Motion Principles

Jetstar Brand Refresh

2024