Brand guide

Updated June 30, 2014

Hello.

This site articulates the essence of the flightSpeak brand: who we are, what we stand for, and how our brand should be used across print, web, and online media.

Our brand is a valuable asset. Leveraging our brand (the act of “branding”) together with our visual identity guidelines ensures consistent visual communications and brand associations, which help us deliver our desired message to our audience. Consistency allows us to build and accelerate brand recognition, which drives business value.

Our business

flightSpeak is the most rewarding, engaging way for travelers to rate and share their flight experiences; the most innovative way for airport retail businesses to attract consumers; and the most immediate, effective tool for travel stakeholders to view and utilize traveler sentiment analytics.

We provide value to three customers:

  1. To travelers, flightSpeak is a suite of applications for rating and sharing air travel experiences and discovering value while traveling.
  2. To travel stakeholders, flightSpeak is a real-time traveler sentiment analytics dashboard.
  3. To advertising partners, flightSpeak is a publishing platform for reaching travelers with relevant products and services.

flightSpeak takes advantage of this tightly-related ecosystem by providing a channel for accelerated listening through structured feedback. We provide a simple & creative way for travelers to rate and share experiences across multiple airlines, discover advertiser offers, and run data analytics to provide stakeholders a unique view into their traveler experiences in near real-time.

Our customers

We have 3 very different constituents at flightSpeak: travelers, marketers, and travel stakeholders. For simplicity, we reduce these to two groups: consumers (travelers) and business (marketers and travel stakeholders).

As we talk to consumers, there are two groups of people we focus on:

  1. People that love to share stories
  2. People that spend a lot of time in airports and on planes (frequent flyers)

As we talk to businesses, we focus on:

  1. Marketers that want to accelerate brand recognition and sales
  2. Owners that want to increase sales and foot traffic to their stores.

Telling our story

Cultural Values

Internally, the following values form the DNA, the genetic code, of everything we do. They are a system of ethics, morals, and beliefs, which guide our every decision and action.

Ambition

Intrinsic "Deep within" motivation. Always reaching higher.

We strive to do big things. We work incredibly hard to pursue the WOW in what we do, in how we set our goals, the way we work, and the results we strive to achieve. We push the envelope, and exceed expectations in everything we do.

Hustle

Hard work. Relentless focus.

We have a bias toward integrity, execution, and place a premium on 'done' above perfect. We are results-oriented, ruthlessly driving towards our goals, overcoming obstacles and resistance with persistence and passion.

One Tribe, One Team.

Shared purpose. Communication. Understanding. Collaboration. Belonging.

We have a common purpose and are assembled for a reason. We learn, grow, move, and win together. We are interdependent and make that a part of how we work in everything we do.

Ownership

Set your direction. Lead us there.

We believe in clear ownership and holding each other accountable for achieving our mutually agreed upon goals. Each team member is an owner, and has the responsibility and independence to innovate and create their version of awesome in alignment with the team vision.

Calm Urgency

Mindfulness. Efficiency. Productivity.

We work in balance - carefully planning our actions while acting with a sense of urgency that demands momentum and action.

Celebration

Enjoy the milestones. Delight in accomplishments.

Laughter is core. Gratitude is a habit. Delighting in our efforts and celebrating our accomplishments enables us to enjoy the journey towards our goals. We make this a part of everything we do.

Brand Principles

To the outside world, as we tell our story, these are three core principles that we adhere to.

The traveler is the hero

The travel experience is a full-blown movie set with directors, producers, stagehands, food trucks, and everything else you can imagine. At the core of this production is the hero of the story and their journey to their destination. It’s the same at flightSpeak – we embrace the traveler as the center of the story and elevate their experience and priorities as second to none.

Storytelling is central

Every traveler has a story to tell and an experience to share. At flightSpeak, we want to empower travelers to share their experiences, and amplify those stories through creativity. At the heart of it all, it’s about experiences.

Travel is emotional

Stories are emotional. At flightSpeak, we want to capture it all – with a vividness that makes each story come alive. We start with the flight experience…and allow the storyteller to lead the way.

Brand Voice

Our brand voice is what we say and how we say it, and is made up of our visual, written, and spoken communications. This voice should be consistent with our brand attributes, and should be adjusted to accommodate the various stakeholders we have as a company. As we share our story, our communications should be:

Authentic

From the heart, no corporate-speak.

Friendly

Common and relatable, with a conversational tone.

Simple

To the point.

We should work to avoid obfuscation, complication, and double-speak. The quicker we are to the point, the faster we can help travelers share their experiences.

Brand Attributes

These are the associations, either functional or emotional, that we want our audience assign to our brand.

For travelers

As people travel, we work to champion their stories and amplify their voices. To consumers and prospects, we are:

  • Creative
  • Simple
  • Communicative
  • Delightful
  • Relevant

For businesses

As we work with businesses, we work as shadow marketing consultants to help marketers reach their customers. To businesses, we are:

  • Focused
  • Problem-Solvers
  • Compassionate
  • Thorough
  • Resourceful

Our audiences

Primary audiences

Consumers

We want air travelers to use flightSpeak to connect with each other and with relevant travel-related brands before, during, and after their flight. To do this, we must focus on providing practical solutions to common problems that arise in air travel.

We are targeting the 180M US travelers that identify themselves as frequent flyers. There are leisure travelers that will also benefit from our services. This target population uses technology to simplify their lives, and protect their time as a valuable resource. They have disposable income, and are deliberate and discerning shoppers when deciding on purchasing products and services. We serve consumers by providing an outlet for travel management and experience feedback, giving them the tools to identify and align with the airlines of their choice.

  • Empathize with pain points in the travel experience.
  • Emphasize how we solve those pain points.
  • Drive to a social call to action (share, connect, etc.) and/or incentive (deals/miles).

Pain point 1: Loss of control

Let's face it. Air travel is annoying, if not downright painful. From the moment you begin searching for a ticket to buy, you encounter pain. Tickets are expensive. Schedules are limited and nonsensical. When it comes to getting to the airport, parking is expensive and cumbersome, so many opt for taxis or shuttles, which are expensive or slow or both. Checking in and getting through the airport involves long lines, surrendering your dignity, autonomy, and belongings. If you're checking baggage, you can expect to wait in a line, in addition to paying through the nose. Once you're at your gate, it's more waiting and jockeying for an available seat or electrical outlet. The food is expensive and sub-par. The bathrooms are dirty or crowded or half a mile away from everywhere. And that's all before you get on the plane.

Boarding involves more waiting and indignity, as you're herded like cattle into successively more claustrophobic spaces, often separated from your carry-ons at the last minute because your flight is overbooked. Once on the plane, you barely have enough room to stand, sit, or breathe without jabbing someone with your elbow -- or being jabbed.

The list of annoyances can go on endlessly, but they all have a common root: lack of control. In order to fly, passengers give up many of their basic human rights and freedoms: speech, movement, assembly, search and seizure, etc.

Pain point 2: Lack of feedback

All this loss of control leads to the second pain point. When a passenger feels that their rights have been unnecessarily violated, they want to talk about it. Conversely, when a passenger has an uncommonly positive experience during their journey, they also want to talk about it. However, in the typical airport or airplane, there is rarely anyone to talk TO. There's always a physical barrier or a long line of passengers surrounding the customer service reps and TSA officials. When you think to complain about or praise some part of your experience, you're standing in the middle of a vast terminal, with not a single airport worker in sight. Or the workers you can see are custodians, busy helping other passengers or responding to some emergency.

It's often not clear who you should share your experience with. If you do talk to someone, will they actually be listening? Will they share your comment with the proper authorities? Will action ever be taken?

On top of all this, you're in a hurry because boarding has begun, and you're still a long walk from your gate. Or you're in a metal tube, 35,000 feet in the air, cut off from the world below.

Pain point 3: Social isolation

This lack of feedback leads to a feeling of loneliness. No one is listening, and you're surrounded by hundreds of similarly disaffected and annoyed passengers. You don't want to rock the boat, for fear of looking like a security risk. But you want to reach out, to make a connection, to band together in a way that doesn't increase the already heightened annoyance of your fellow passengers.

You're sharing a very small space with other human beings, literally touching elbow-to-elbow for hours, breathing the same air, experiencing the same pain. And, when you arrive at your destination, you leave without ever making a connection with a single person. You leave without sharing your experience with the organizations to whom you entrusted your life and belongings.

Businesses

We want to be the platform that air travel-related brands and organizations use to connect with their customers. To do this, we need to equip our business customers with quality data and business intelligence services to enable them to drive better customer experiences worldwide.

Our primary customers are US low-cost carrier airlines (LCCs) competing for market share and differentiating by the traveler experience. These LCC's are open to innovation and use technology to drive costs lower, and customer satisfaction higher. We help airlines deepen loyalty by capturing and amplifying consumer feedback in near real time.

Enterprises and airlines subscribe to access to the flightSpeak data set through proprietary products and services. Our enterprise apps provide real-time insight into data, trending, benchmarking against competitors, data analytics, reports, and predictive modeling.

Our secondary customers are advertising partners, such as airlines, airport vendors, transportation companies, and other relevant travel brands. These partners seek to improve their reach to and brand engagement with travelers. When a critical mass of passengers begin using flightSpeak when they fly, advertising partners will be motivated to feature their deals through our platform. These deals will further incentivize travelers to track, share, and discuss more about their experience in flightSpeak, further improving the return on partners' advertising investment.

Travel stakeholders

  • Empathize with pain points around discovering and prioritizing customer issues and competitive opportunities.
  • Emphasize improved satisfaction, performance, and competitive benchmarks.
  • Drive to an enterprise sales call to action.

Advertising partners

  • Empathize with marketing and deal-publishing pain points.
  • Emphasize improved relevancy and reach through network effects.
  • Drive to a partnership call to action.

Pain point 1: Passive brand engagement

  • Loss of control in the travel experience leads to lack of engagement. Travelers don't believe they CAN do anything about their experience, so they don't try.
  • Non-business travelers don't fly often enough to connect the brand with the customer experience.
  • For non-airline stakeholders such as airports and security agencies, their "brand" is often invisible.

Pain point 2: Weak loyalty

  • It's all about price. It's a highly-competitive market, and travelers primarily choose the lowest-cost option.
  • To remain competitive, low-cost carriers must strategically maximize a few elements of the customer experience while cutting everything else.
  • Once the price decision has been made, travelers are locked in to a particular airline, airport, set of vendors, etc. They can't switch if the experience is terrible.

Pain point 3: No real-time customer insight

  • Even though the air travel is a high-touch customer experience, most customers don't share how they feel.
  • Much about the travel experience goes unmeasured and unreported to the travel stakeholders who can take action to change the system.
  • Travelers purchase their tickets weeks or months in advance, and the time between ticket purchases may be months or years. Thus, the connection between the travel experience and the next ticket sale is difficult to measure.

Secondary audiences

Potential employees

  • Inspire with "X for Y" analogy.
  • Emphasize culture and opportunities for growth.
  • Drive to a recruiting call to action.

Potential investors

  • Inspire with "X for Y" analogy.
  • Emphasize sound management and highly effective team.
  • Drive to an investment call to action.

Identity system

Brand name

The correct name of the company and brand is "flightSpeak".



In keeping with our brand voice guidelines, our name needs to convey authenticity, friendliness, and simplicity. Thus, what we do is simply and authentically in our name: we enable conversation about air travel. The camelCase capitalization denotes a lack of formality, giving our name a friendly vibe, with a lowercase "f" and uppercase "S".

Logo

Wordmark

A wordmark (or logotype) is the typographic treatment of the name of an entity. flightSpeak's wordmark is simply our name, flightSpeak, in Montserrat Bold. The tracking has been set with reduced space between the letters, and each gap between each pair of letters has been tuned (kerned) to balance the whitespace.

Do

  • Display the wordmark no smaller than 0.35 inches high on print materials and no smaller than 25 pixels high on 72dpi digital displays (50 pixels on retina displays).
  • Retain the minimum whitespace around the wordmark (aka, "the exclusion zone"), calculated as 2 'e' heights above and below the 'e' in the wordmark, and 2 'e' widths to the left and right of the wordmark. For maximum visibility and impact, it’s important that other visual elements do not crowd the wordmark. It should never be intersected or intruded upon by any other graphic object or edge, unless it is part of the logo lockup (see below).
  • Display the wordmark only in black, white, flightSpeak Blue, or flightSpeak Gray.

Don't

  • Use the wordmark inline with text. Instead, simply write the name "flightSpeak".
  • Display the wordmark in any other color than white, black, flightSpeak Blue, or flightSpeak Gray.
The flightSpeak wordmark.
Exclusion zone (in red) around the wordmark.

Logomark

A logomark is the symbol used to represent an entity. flightSpeak's logomark consists of two simple and recognizable symbols: the speech bubble and the airplane. The former clearly communicates the idea that we invite conversation around air travel. The latter, while obviously referring to air travel, is a playful, toy-like shape, hinting at our emphasis on celebration, creativity, and delight.

Do

  • Display the logomark no smaller than 0.39 inches high on print materials and no smaller than 28 pixels high on 72dpi digital displays (56 pixels on retina displays).
  • Use the flightSpeak logomark alone to brand clearly flightSpeak-owned digital properties and print materials. The logomark must be accompanied by the flightSpeak name and/or logo lockup elsewhere on the screen or printed item.
  • Use the flightSpeak logomark alone as part of an application icon or image link to a flightSpeak-owned digital property.
  • Maintain the exclusion zone around the oval within the logomark (ignore the tail of the speech balloon), calculated as the height and width of the 'e' relative to the logomark in the logo lockup.

Don't

  • Use the flightSpeak logomark alone on a digital property or printed piece not owned by flightSpeak without a link or URL to a flightSpeak-owned digital property.
  • Mix the flightSpeak logomark with any other text inside the exclusion zone.
  • Display the logomark in any other color than white, black, flightSpeak Blue, or flightSpeak Gray.
The flightSpeak logomark.
Exclusion zone (in red) around the logomark.

Logo lockup

A logo lockup consists of a combination of brand elements in a fixed ("locked-up") layout. The flightSpeak logo lockup includes our wordmark, with the logomark placed playfully at top right to imply conversation and convey the impression that flightSpeak itself is speaking.

Do

  • Use the flightSpeak logo lockup as one complete graphic (word mark + pictorial = flightSpeak logo)
  • Use only artwork that has been downloaded from the flightSpeak team intranet.
  • Maintain the required exclusion zone around the logo lockup. The height of the exclusion zone is determined by the distance from the top of the 'e' to 1 'e' height above the logomark. The width of the exclusion zone is determined by the distance from the right of the 'k' to 1 'e' width to the right of the logomark.
  • Display the logo lockup no smaller than 0.75 inches high on print materials and no smaller than 50 pixels high on 72dpi digital displays (100 pixels on retina displays).
  • On digital properties not owned by flightSpeak and print materials, display the trademark bug (™) next to the logo lockup. The flightSpeak corporate trademarks (flightSpeak trademark name) have achieved fully registered trademark status in in the United States. On digital properties owned by flightSpeak, the trademark bug is not necessary.

Don't

  • Change the orientation or arrangement the word mark and logo within the logo lockup.
  • Distort the proportions of the logo.
  • Use the logo lockup inline in text.
  • Redesign or recreate the logo artwork.
  • Enclose the logo within a shape.
  • Display the logo in any other color than white, black, flightSpeak Blue, or flightSpeak Gray.
  • Use a drop shadow behind the logo.
  • Use the logo or parts of the logo to create a design or pattern.
  • Use special effects with the logo.
The flightSpeak logo lockup, featuring the wordmark and logomark.
Exclusion zone (in red) around the logo lockup.

Typography

Typefaces

Montserrat

Montserrat Bold 700
AaBbCcDdEeFf Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 0

Montserrat Regular 400
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 0

Quick fox jumps nightly above wizard.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?

At vero eos et accusamus et iusto odio dignissimos ducimus, qui blanditiis praesentium voluptatum deleniti atque corrupti, quos dolores et quas molestias excepturi sint, obcaecati cupiditate non provident, similique sunt in culpa, qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio, cumque nihil impedit, quo minus id, quod maxime placeat, facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet, ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat…

Use for:

  • Titles
  • Headings
  • Ad headlines

Merriweather

Merriweather 700
AaBbCcDdEeFf Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 0

Merriweather 300 Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 0

Quick fox jumps nightly above wizard.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?

At vero eos et accusamus et iusto odio dignissimos ducimus, qui blanditiis praesentium voluptatum deleniti atque corrupti, quos dolores et quas molestias excepturi sint, obcaecati cupiditate non provident, similique sunt in culpa, qui officia deserunt mollitia animi, id est laborum et dolorum fuga. Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio, cumque nihil impedit, quo minus id, quod maxime placeat, facere possimus, omnis voluptas assumenda est, omnis dolor repellendus. Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet, ut et voluptates repudiandae sint et molestiae non recusandae. Itaque earum rerum hic tenetur a sapiente delectus, ut aut reiciendis voluptatibus maiores alias consequatur aut perferendis doloribus asperiores repellat…

Use for:

  • Story headlines
  • Lede text
  • Pull quotes
  • Caption text

Open Sans

Open Sans 400
AaBbCcDdEeFf Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 0

Quick fox jumps nightly above wizard.

Sed ut perspiciatis, unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam eaque ipsa, quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt, explicabo. Nemo enim ipsam voluptatem, quia voluptas sit, aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos, qui ratione voluptatem sequi nesciunt, neque porro quisquam est, qui dolorem ipsum, quia dolor sit amet consectetur adipisci velit, sed quia non numquam eius modi tempora incidunt, ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit, qui in ea voluptate velit esse, quam nihil molestiae consequatur, vel illum, qui dolorem eum fugiat, quo voluptas nulla pariatur?

Use for:

  • Body copy
  • UI labels

Typographic scale

We use a modified Fibonacci sequence, where each type size is the sum of the two next smallest sizes.

For digital display (web & apps)

104px = 64 + 40

64px = 40 + 24

40px = 24 + 16

24px = 16 + 8

16px (base font size)

12px = 16 x 3/4

8px = 16 / 2

For print & word processing

78pt = 48 + 36

48pt = 30 + 18

30pt = 18 + 12

18pt = 12 + 6

12pt (base font size)

9pt = 12 x 3/4

6pt = 12 / 2

Color

Our primary brand color

This is flightSpeak Blue. It recalls the bright, calm blue of a clear sky on a summer day. It is the blue of the sky, as seen out an airplane window, above the clouds, flying in ideal weather.

How to use it

Title pages & section breaks:

  • Use big, full-bleed blocks of color.
  • Use flightSpeak Blue to establish the brand at the top level.
  • Use other colors as full-bleed fills to provide contrast between sections and establish orientation cues.
  • Use white or dark gray for text color.

Content pages & task screens:

  • Use flightSpeak Blue sparingly, as an accent color.
  • Use other colors in the palette sparingly and semantically to convey emotion and guide users.

Color palette

Blue

#4bc1d2
rgb(75,193,210)
cmyk(.6,0,.14,0)
PMS 3105 U

Green

#299f55
rgb(41,159,85)
cmyk(.81,.12,.91,.01)
 

Red

#df4c44
rgb(223,76,68)
cmyk(.07,.85,.77,.01)
 

Yellow

#dfc444
rgb(223,196,68)
cmyk(.14,.18,.87,0)
 

Gray

#3b3834
rgb(59,56,52)
cmyk(.65,.61,.65,.55)
PMS Neutral Black U

White

#fffff
rgb(255,255,255)
cmyk(0,0,0,0)
 

Tints

100%

#4bc1d2
#299f55
#df4c44
#dfc444
#3b3834

70%

#78d1dd
#70ba85
#e77973
#e9d67c
#767471

40%

#a5e0e9
#a9d9bb
#efa5a2
#f2e7b4
#b1afae

10%

#ebebeb

Shades

0%

#4bc1d2
#299f55
#df4c44
#dfc444

30%

#4697A2
#2E7F4B
#AD463F
#AD993F

60%

#426F74
#336142
#7C403B
#7C703B

Voice

How we talk

Personality

Our culture and values should be evident in every communication. To aid in consistently portraying who we are, it's helpful to imagine our brand as an actual person.

Celebrity we are most like: Michelle Obama

Michelle Obama is knowledgeable, capable, strong, diplomatic, and stylish. (Photo by Samantha Appleton [Public domain], via Wikimedia Commons)
She also doesn't take herself too seriously. (Video by The Tonight Show Starring Jimmy Fallon, via YouTube)

flightSpeak is:

  • Respectfully genuine: Honest and plain-spoken, but never insulting, sarcastic, or patronizing.
  • Assertively empathetic: Taking care to consider and reflect how others feel, without sacrificing or burying our own needs.
  • Pragmatically optimistic: Acknowledging the messy reality in every situation, but focusing on the positive and hoping for the best.
  • Courteously humorous: Approaching every situation with a smile and laughter, when appropriate. We're not afraid to make fun of ourselves.
  • Thoughtfully curious: Taking time to give new ideas full consideration, but not mindlessly or frivolously.

flightSpeak is not:

  • Snarky or sardonic: We don't elevate ourselves by tearing others down.
  • Jaded or pessimistic: We don't gain authority by prophesying doom and gloom.
  • Petty or vengeful: We don't attack or blame our competitors or detractors.
  • Cocky or grandstanding: We don't pretend to be something we aren't.

Tone

All of our written communications should be authentic, friendly, and simple. We should work to avoid obfuscation, complication, and double-speak.

Do

  • Say what you mean, mean what you say.
  • Speak honestly and openly, from the heart.
  • Use common and relatable terms, with a conversational tone.
  • Use as few words as possible to get your point across.

Don't

  • Use corporate neologisms or jargon.
  • Repeat yourself unnecessarily.
  • Use long or scholarly-sounding words to make your message sound more authoritative.
  • Be disingenuous or "spin" your message to dress up the truth.

Words & phrases to use

Taglines

Use these for moments when you have 1 second or less to explain flightSpeak (e.g., splash screens, posters, billboards, etc.). 5 words or fewer.

For consumers

Track and rate your flights.

For businesses

Real-time air traveler insights.

For partners

Pop-up social network for flights.

For potential employees

We give air travelers a voice.

For potential investors

Waze meets Yelp for flights.

Headlines

Use these for situations when you have 5 seconds or less to catch a reader's interest (e.g., page titles, press releases, banner ads). 10 words or fewer.

For consumers

Track and rate your flights. Discover deals and earn miles.

For businesses

Real-time air traveler insights. Cross-industry airline customer analytics.

For partners

We make air travel social. Publish deals instantly for travelers.

For potential employees

Empowering air travelers to speak up. Transforming the airline industry.

For potential investors

Waze meets Yelp for flights. Transforming travel through data.

10-second pitches

Use these for tweets, supporting copy below headlines or "elevator" pitches, or situations where you need to explain flightSpeak to an unengaged audience in less than 10 seconds. 140 characters or fewer.

For consumers

Track and rate your flight. Compare your experience with others on your flight. Earn miles and discover in-airport deals.

For businesses

Discover how your passengers are feeling in real-time. Compare your stats with competitors across the air travel industry.

For partners

Help air travelers discover in-airport deals. Publish real-time discounts and mileage rewards to highly-engaged, social customers.

For potential employees

We empower air travelers to speak up. Help us transform the airline industry and build a great culture of career growth and collaboration.

For potential investors

We provide real-time customer feedback to airlines via consumer mobile apps. We're at the intersection of travel experiences and big data.

30-second pitches

Use these for intro copy in "About us" pages, press releases, articles, or preliminary conversations with an engaged audience. 50 words or fewer.

For consumers

flightSpeak allows you to track your travel journey, rate your experiences, and share them with fellow travelers. You can earn airline miles and discover deals that you can use right away in the airport. It's a great way to optimize your travel experience and improve air travel for everyone.

For businesses

flightSpeak is a real-time customer experience management solution, allowing live insights into traveler experiences, pain points, and opportunities for brand engagement. It's like a stock ticker for your customer experiences.

For partners

flightSpeak is a social platform that enables air travelers to rate, track, and share their flight experience, while discovering in-airport deals and earning miles. We help you engage these influential, social customers in real time with our offer-publishing tools and rewards programs.

For potential employees

Our app lets you rate your travel experiences and share them with your friends. We use technology and creativity to capture and amplify consumer feedback in the airline industry. We're at the intersection of consumer experiences, location-based engagement, local retail, and big data. We're a team that loves food, travel, technology, design, and the next big challenge.

For potential investors

flightSpeak provides apps for air travelers that capture and amplify consumer feedback in near real time. We empower the air travel industry to listen more effectively and deepen loyalty. We're at the intersection of travel experiences and big data.

1-minute pitches

Use these for body copy in "About us" pages, press releases, articles, or in-depth conversations with a captive audience. 100 words or fewer.

For consumers

flightSpeak allows you to track your travel journey, rate your experiences, and share them with fellow travelers. You can manage your itinerary and rate different elements of the travel experience. Along the way, you can connect with others on your flight, earn airline miles, and discover deals that you can use right away in the airport. The data and feedback you enter is anonymized and shared with others on your flight and with the airline and airport staff in real time. It's a great way to optimize your travel experience and improve air travel for everyone.

For businesses

flightSpeak is a real-time customer experience management solution, allowing live insights into traveler experiences, pain points, and opportunities for brand engagement. With a series of real-time reports, you’ll gain insight into how your passengers are feeling at every point in their journey. Consumers track their air travel experience and send feedback in exchange for miles and in-airport deals. This constant window on the customer experience enables you to swiftly identify opportunities for improvement. We also provide benchmark data from across the air travel industry so you can compare your stats with your competitors.

For partners

flightSpeak is a social platform that enables air travelers to rate, track, and share their flight experience, while discovering in-airport deals and earning miles. We help you engage these influential, social customers in real time with our offer-publishing tools and rewards programs. These incentives further deepen consumer engagement and sharing, extending the reach of your deals to more travelers, at their point of need.

For potential employees

Our app lets you rate your travel experiences and share them with your friends. We use technology and creativity to capture and amplify consumer feedback in the airline industry. We're at the intersection of consumer experiences, location-based engagement, local retail, and big data. We're a team that loves food, travel, technology, design, and the next big challenge.

For potential investors

flightSpeak provides apps for air travelers that capture and amplify consumer feedback. Our consumer apps feature itinerary and travel history management, flight ratings, and rewards via offers and travel miles. For the air travel industry, we equip airlines, airports, and travel brands with real-time customer insights, enabling them to listen more effectively and deepen loyalty. We're at the intersection of travel experiences and big data.