REI KONG
← Selected work

Jetstar · 2025

Making an evolving brand work across Southeast Asia.

A regional rollout applying Jetstar’s Take Off More platform and global brand refresh across campaigns, languages and platforms.

Role

Regional Visual Designer

My contribution

BAU, ad hoc and campaign creative across digital, print and physical touchpoints

Market / platform

9 Singapore route markets

Jetstar Brand Refresh at an airport check-in counter with updated signage and crew uniforms.

Context

A global refresh for an established return to travel.

Nearly two years after travel resumed following the pandemic, Jetstar began refreshing its global brand. While the global direction was still developing, the Southeast Asia team needed to bring live campaigns to market across multiple countries.

The challenge was to work with the guidance and assets available, while creating materials that felt consistent and practical for regional use.

My contribution

I translated the available brand direction into usable regional work.

I supported nine Jetstar Singapore route markets, delivering BAU, ad hoc and thematic sale creative across digital, print and physical formats. This included image sourcing, key visuals, homepage banners, check-in screens, EDMs, display, social and out-of-home.

I worked with regional marketing teams and the Australian design team to make each market version locally appropriate and ready for brand approval.

01. Global brand device

A flexible device built from Jetstar’s star.

The Jetstar star was deconstructed into six parts: a central core and five outer points. These components could be used individually or paired together as flexible brand elements across campaign frames and layouts. Navy blue was introduced alongside Jetstar orange to echo the sky and give the campaign system more depth, contrast and flexibility across different applications.

Jetstar’s original orange star logo.
Original star
Jetstar brand asset
Jetstar star deconstructed into a central core and five outer points.
Star system
Six elements
Navy crew-uniform pattern built from repeating Jetstar star geometry. Orange variation of the Jetstar crew-uniform star pattern.

Crew uniform pattern

A repeating pattern developed for the crew uniforms also extended to selected printed touchpoints, including notebooks and playing cards, as a subtle supporting detail.

02. Across markets and formats

Regional rollout

The same evolving visual direction was applied across campaign assets for different markets, languages and channels.

Jetstar Singapore to Broome campaign creative featuring Cable Beach.
Singapore market
Singapore to Broome campaign
Jetstar Taipei to Tokyo and Osaka campaign creative featuring Tokyo Tower and Mount Fuji.
Taipei market
Taipei to Tokyo / Osaka campaign
Jetstar Thailand campaign creative promoting Perth travel.
Thailand market
Bangkok / Phuket to Perth campaign

03. More applications

Across different formats and touchpoints
Jetstar campaign displayed on a roadside billboard in Indonesia.
Billboard application
Jetstar campaign applied to a bus wrap in Indonesia.
Bus wrap
Jetstar branded business card.
Business card
Jetstar branded notebook.
Notebook
Jetstar branded playing cards.
Playing cards

Project credit

Created as part of the Jetstar Southeast Asia team. I applied the evolving global brand direction across regional campaign rollouts.

Next project

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