2006 Print AR

CHALLENGE

Communicate the strategy behind ExpressJet’s launch of branded flying while reassuring investors that the company remains committed to the foundation of its business: its capacity purchase agreements with other airlines and its services and support subsidiaries.

ACTION

It was not business as usual at ExpressJet. Incorporating elements from the advertising campaign and prominently featuring branded flying’s new colors and identity, we made a visual departure from previous years. But confident copy and straightforward information elevated the report from a play-by-play to a powerful, dynamic, and persuasive communications tool.