Air Partner, the world's largest aircraft charter broker, has been working with Start to develop a full branding programme for the launch of their JetCard scheme. The membership scheme allows private individuals and businesses to buy private jet airtime upfront, and use it later as they please.

Start developed every aspect of the programme including the JetCard identity, card design, launch brochure and website (www.thejetcard.co.uk).

The JetCard is 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 twenty-five hour units of airtime and get access to a wide range of aircraft to be used when and where they want.

Start's brief was to encourage those who use private jets for business to bring the same sense of ease and luxury to their leisure travel. Delivering against this thought, the idea behind the positioning is the promise of more 'precious time' with those who matter most.

The identity's typestyle is crafted to echo the shape of the card and the 'A' in 'Card' doubles as a tailfin for a subtle nod to aviation. Black, white and silver are the core colours which provides the understated look of luxury and style.

The idea behind the card was to create an 'object of desire'. The stylish black card design is portrait to reflect the porthole shape of an aircraft window, and each card will be individually named, rather than numbered.

The brochure uses gloss black on matt black with highlights of silver foil blocking and subtle hints of colour to further evoke the qualities of the overall identity. 'Precious time' is reflected in the tone of voice and brochure copy – which changes pace with a slow slow, quick quick slow tempo, echoing the effortless journey of the private jet traveller. This, coupled with the use of mainly black and white lifestyle and destination imagery, captures the spirit of the audience's aspirations.

The JetCard website introduction centres around the card being the gateway into the programme. It takes users on a 'round trip' through the navigation areas, with hero messages and images.

Jonathan Breeze at Air Partner said, "We approached Start having been highly impressed with work they had undertaken in the travel sector. The JetCard membership scheme needed a strong, sophisticated brand that highlights the hassle-free, transparent and flexible quality service we provide. Start has delivered exactly that and helped us to develop a highly personal approach that will build long-term relationships."

Darren Whittingham, Start's Executive Creative Director said; "We were delighted that Air Partner put their confidence in Start's airline and travel experience to help them bring the JetCard brand to life. There was an instant connection between everyone involved – the work is a great credit to both client and agency."

Air Partner commissioned Start without a pitch.