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A beautifully illustrated, data-powered year-in-review that turned millions of JetBlue customers’ 2023 travel journeys into personalized animated stories.

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Challenge

JetBlue wanted to transform their annual year-end email into something that didn’t just recap mileage or status tiers, but created an emotional, memorable moment for every single flyer, employee, and loyalty member. The challenge: make one communication feel deeply personal… for millions.

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Insight

Travel isn’t just logistics, it’s a story. And no two people share the same one. By weaving together individual JetBlue data sets with the visual language of global transit and the precision of Swiss design, we could give every reader a moment of swept off their feet.

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Idea

A modular, illustrated system that converted each person’s JetBlue activity into a dynamic, data-driven map of their year in the sky. Every line, node, icon, and animation represented something uniquely theirs, from destinations visited to connections made to crew interactions and loyalty milestones.

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Execution

We produced millions of personalized versions, each built from a customer’s real JetBlue travel data. A modular, transit-inspired visual system guided every layout, brought to life through bespoke illustrations and animations crafted with Milan-based illustrator Federico Gastaldi. Each email was adapted dynamically with trips, cities, milestones, even crew interactions, creating a truly one-of-a-kind experience. We also built dedicated versions for JetBlue pilots, flight attendants, and crew-members to celebrate their year in the sky.

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Impact

Delivered one of JetBlue’s most personalized and memorable brand moments in a year marked by rising passenger volume and strong public recognition, reinforcing the airline’s reputation for customer-first, design-forward storytelling.

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