Poulter Partners lands Jet2 work

Poulter Partners has landed the interiors-to-identity brief for budget airline start-up Jet2, which begins flying to eight leisure and business destinations across Europe from Leeds/ Bradford airport in February 2003.

Jet2 is operated by Channel Express, a division of the Bournemouth-based aviation services group Dart. Its brand proposition is understood to be based around introducing greater levels of service to the highly commoditised low-cost airline market.

The Leeds consultancy is working on corporate identity, aircraft livery, signage, literature, uniforms and brand strategy, having already created an interim logotype that can be seen on the ‘holding’ website www.Jet2.com.

Given the extremely competitive nature of this sector, secrecy has clouded the details of Jet2’s offer. However, it is anticipated the brand will go some way towards addressing the perception that no-frills carriers deliver a cheap but not especially cheerful service.

Ideas for a more comfortable and brand-centred interiors concept are likely to be presented, subject to the parameters of cost and the aircraft design.

A source close to the Jet2 project says, ‘Travellers are used to being treated like cattle by many low-cost carriers. Jet2 has the chance to breathe a bit of life back in the sector.’

Poulter Partners was appointed in August on the strength of its transport expertise, following a credentials pitch against four other consultancies. It is understood that head of design James Acton will lead the creative team.