Case Study: JetBlue achieves cohesive, scalable brand management with Brandfolder

How JetBlue Inspires Humanity Through Brand

JetBlue Airways, led by Brand Manager Nicole Toth, centers its brand on the mission of "inspiring humanity" with values of safety, integrity, caring, passion, and fun. The company faced the challenge of scaling that human-centered, consistent brand voice and customer experience across digital, airport, and inflight touchpoints — and across 21,000+ Crewmembers — while supporting product launches and staying fresh without losing its core DNA.

Toth’s small core team (six people within a broader ~80-person marketing organization) blends marketing operations and brand strategy, trains employees through JetBlue University, codifies language and visual standards, and consults on customer-facing experiences (for example, self bag‑tagging signage and UI). By partnering with agencies for advertising and media, this approach has delivered a cohesive, caring brand experience across channels, smoother rollouts of initiatives like Mint and the co‑brand card, and a company-wide culture of brand stewardship.

JetBlue

Nicole Toth

Brand Manager