Role
Art Direction
Client
NetJets
Project type
Print · Online Invitations · Package Design
Background
An invitation-only programme of cultural, sporting and lifestyle events curated exclusively for
NetJets owners — designed to deliver rare access, intimate encounters and unforgettable experiences
across the world’s most prestigious stages.
I led the art direction and design of a premium invitation system for this programme, spanning printed
invitations, bespoke packaging, and a coordinated digital communication flow.
The printed invitations were produced front and back using a combination of premium finishing
techniques including foiling, engraving, matte and UV coatings, and duplexed 1080 gsm GF Smith
cardstock. A total of 1,500 invitations were produced and housed in a light grey suede box with
magnetic closure, designed as a keepsake object reflecting the brand’s luxury positioning.
The digital journey was carefully structured to mirror the physical experience. E-invites were sent to
NetJets Owners and high-value prospects, followed by a confirmation email detailing venue,
hospitality, and security information. Post-event, guests received a thank-you email linking to a
private photo and video gallery, extending the brand experience beyond the event itself.
Delivery team
Production — NetJets Events & Marketing Team
Invitation suite for an exclusive NetJets owner experience with Novak Djokovic — combining premium materials, bold typographic hierarchy and tactile packaging.
Front-row access to Formula 1’s most iconic race, hosted from a private Monte Carlo terrace overlooking the circuit.
Art Basel invitation design for NetJets Owners, created as part of the
brand’s collaboration with Timorous Beasties, whose bespoke artwork transformed the tail of a
Signature Series Challenger 350 (livery images credit: press).
The creative brief was to reinterpret NetJets’ established livery codes through Timorous Beasties’
distinctive visual language, while retaining the brand’s recognisability. The result reimagined
NetJets’ red, white and blue striping as a geometric tail wrap made from nocturnal moths. From a
distance, it reads as dynamic abstract stripes; up close, the individual moths emerge.
Parts of the metallic aircraft finish remain visible through the zig-zag artwork, adding depth to
the design. My invitation extended this visual language into the Art Basel Owner experience,
connecting the aircraft, the collaboration and the event.
A private gastronomic journey with Britain’s leading chef at one of the UK’s most historic estates — featuring bespoke hand-lettered typography by a professional calligrapher.
An intimate live performance hosted exclusively for NetJets owners at The Arts Club, Mayfair.
A bespoke invitation for an exclusive tennis experience with Novak Djokovic in Monte Carlo — featuring letterforms textured to echo the clay court surface of the Monte Carlo Country Club, with the reverse side using tennis ball tracking to create dynamic yellow motion lines.
