Start Creative has created the launch branding for a private luxury air charter venture called JetCard.

The membership scheme, being launched by aircraft charter broker Air Partner, allows individuals and businesses to buy private jet airtime upfront and use it later as they please.

Aimed at wealthy business owners for whom private jets are 'the norm' in business travel, and who sometimes desire the same for their private travel. Members pre-pay for 25-hour units of airtime and get access to a wide range of aircraft, to be used when and where they want.

Start designed all the collateral for the venture, including the JetCard identity, the membership card, the launch brochure and the website www.thejetcard.co.uk. The brochure uses gloss black on matt black with highlights of silver foil blocking.

'The identity's typestyle is crafted to echo the shape of the card, and the "A" in "Card" doubles as a tailfin for subtle nod to aviation. Black, white and silver are the core colours, which provide the understated look of luxury and style,' says Start Creative executive creative director Darren Whittingham.

Jonathan Breeze, managing director of the JetCard division at Air Partner, says, 'The JetCard membership scheme needed a strong, sophisticated brand that highlights the hassle-free, transparent and flexible, quality service we provide.'

Start was appointed in April without a pitch.