Role
Art Direction
Client
NetJets
Project type
Global Owner Welcome Kits
Background
I led the redesign of NetJets’ global owner welcome kits, defining a premium onboarding experience for
Owners across the US, Europe, and China. The system was conceived to reflect clarity, precision, and
long-term ownership value, aligning every physical touchpoint with the NetJets brand ethos.
The final solution centres on a charcoal-grey Peltouch sleeve housing two precision-engineered trays:
the Owner’s Guide and a pair of photo-etched steel owner cards with rounded corners. A bespoke
“Winglet” icon was introduced to clearly differentiate Owner and Prospect communications, reinforcing
status and hierarchy within the brand ecosystem. Owners also receive a dedicated presentation box
containing a scale model of the aircraft purchased.
Delivery team
Design — Derek Smith · Roli Deep · Copy — Jeremy Dubert · Photography — Thomas Heinser
