Fortunato, an independent Dallas-based advertising agency recently added Mach Point Aviation to their client roster. Mach Point is new private jet service that desired their branding to stand out in this very elite space, and required a complete revamp. The service not only offers jet service to its customers, it also takes care of maintenance and management of privately owned aircraft.

We had the opportunity to chat with Rodrigo Maycotte, Co-Founder & Partner at Fortunato, to find out more details about the re-brand.

AdChat DFW: Who is who’s Mach Point aviation?

Rodrigo: They are local, but they are planning to go national. It’s a new private flight service, that founder, Blake Rogers, is trying to start. He’s been piloting for years, and he saw this need for a private flight option for people. There are a few out there, like Wheels Up and JSX.

AdChat DFW: Is this fractional ownership or when you need to rent a private jet?

Rodrigo: It’s a little bit of both. They give the option of flying and booking a flight privately, but it’s also for people that own planes and need help managing it. The maintenance and management of the plane itself is very costly and they’ll take your private jet, if you have one, and provide maintenance, scheduling and cleaning. Then they use their pilots to help owners monetize their aircraft. So, if you own a private jet and you’re only using it a couple times a week, the other days of the week could be chartered out to other individuals.

AdChat DFW: It’s the Airbnb of private jets?

Rodrigo: Yes, that’s similar to the thinking behind it and but they also have their own fleet. Now, they are adding other people’s jets.

AdChat DFW: It’s smart business.

Rodrigo: It’s a neat concept. They have this Citation Excel, a small plane that is completely refurbished on the interior. Much of the photography that you see on the website shows white leather seats with carbon fiber trim. Everything is very clean, minimal, and modern, with sharp contrast to stuffy, private jets with the glossy mahogany trim with beige leather.

Some private jet companies are good-ole-boys clubs. Mach Point is going to disrupt that to a certain degree and are embracing that there needs to be a new kid on the block. Using that to their advantage from a branding angle that says how they are coming in and changing the way people think about private aviation.

AdChat DFW: How did you approach their brand identity for them? And is this a new or existing company?

Rodrigo: It’s a new company. We started with a questionnaire for them, and went through a branding workshop with them, asking how they wanted to be portrayed, viewed, and what kind of values they wanted to come across. We compared contemporary to traditional, elegant to casual, and many other comparisons. Then went through it in person, and based upon that, we were able to come up with a brief of what they wanted. One thing that stuck out was they just wanted to stand out. That’s where the color purple comes from in their design, not many airlines or private air companies have the color purple, but are typically old airline colors like blue, gray and red.

It’s an electric purple and they really embrace it. Color was just one of the parts, the rest was minimal, clean branding. We didn’t want to be cumbersome with it, we wanted to put something in there that let the aircraft itself be the hero.

AdChat DFW: How did you find this client?

Rodrigo: They they found us. Blake, and I know each other from, from a past life. He’s kept up with the work we’ve done and and he reached out to ask if we’d have the capacity to put a proposal together.

AdChat DFW: So much is who you know.

Rodrigo: Exactly. And he has the right idea. It’s been in the hopper for a bit, and he’s taken the time to develop it in the market, not just be another charter airline.

AdChat DFW: Do you think they are appealing to the younger wealthy person?

Rodrigo: That’s where they’re starting. They want to change it up and it will likely resonate more with the younger crowd. But it’s about relationships too. They’re building trust. Their clients are giving them keys to something pretty important, so you must build that trust and that relationship with them.