JetBlue

Going digital-native with an annual report.

Like many progressive, forward-thinking companies, JetBlue devotes significant internal resources to corporate social responsibility, or CSR — everything from renewable energy programs to LGBT policies and airport composting.

In the past, the company’s annual CSR reports were static (print and PDF), but the staff wanted the immediacy, flexibility, and reach of an online experience. In 2016, JetBlue’s chief marketing officer pulled me in to help shape the high-level content strategy and framing for this inaugural online-only annual report.

I worked with the JetBlue team to catalog and prioritize the airline’s relevant 2016 CSR news using assorted tactics and techniques, including a fun and highly collaborative card sort. In my final deliverable and presentation, I proposed fresh groupings and labels for the different sections; outlined a conversational approach for voice and tone in general and display copy in particular; and organized the topics and stories that best illustrated JetBlue’s impact in each area. When we were done with the content strategy, I participated in several handoff meetings with the design team.