Case Study
Canada Jetlines
Flying Your Way
Vision was approached to develop a comprehensive brand identity for a new Vancouver-based West Coast ultra–low-cost carrier airline. The mandate included creating a complete brand ecosystem—spanning corporate identity, brand guidelines, slogan and messaging, investor outreach collateral, website design, and aircraft livery for the airline’s 737 passenger jets.
West Coast Vibe
The brand for Canada Jetlines was designed to capture the spirit of a distinctly Canadian West Coast airline while carving out a bold presence in the competitive low-cost carrier market. Drawing inspiration from the natural beauty and vibrant culture of Canada’s Pacific coast, the visual identity balances a sense of adventure with approachability. The brand communicates a modern, optimistic travel experience that resonates with both leisure and budget-conscious travelers, positioning the airline as a fresh alternative within the industry.
Strategic use of colour, typography, and strong graphic elements was central to creating this differentiation. A vibrant palette and clean, contemporary typeface work together to deliver clarity, energy, and confidence across all brand touchpoints. Bold graphic accents further reinforce the airline’s personality, helping it stand apart visually from competitors while reflecting regional pride and a dynamic, accessible approach to air travel. The result is a cohesive identity that feels distinctly Canadian while projecting a forward-thinking, modern brand.
Website
Development of the airlines website to structure and prepare prior to commencement of airline operations. As part of the Vision’s development process prior to the airline beginning operations, the material provided a preliminary guidance for passengers about expected services such as baggage allowances, cabin classes, onboard amenities, food and beverages, check-in procedures, and loyalty programs.
The website was designed to communicate what is currently known while noting that additional details would be announced closer to the airline’s official launch. Key areas addressed include:
- Baggage policies (carry-on and checked baggage) that are still to be finalized.
- Cabin configuration, expected to include Economy Class with uncertainty about Premium Economy.
- In-flight connectivity, including Wi-Fi access through the Flymingo Box system allowing passengers to stream entertainment to personal devices.
- Food and beverage services, which may follow a buy-on-board model.
- Check-in processes, including potential online and airport check-in options.
- Loyalty and alliance considerations
Overall, the content served as foundational information for the airline’s digital presence, helping structure the passenger experience and manage expectations before full operational details are confirmed.
