Context

Private aviation was long dominated by legacy luxury players, defined by exclusivity and heritage. Wheels Up entered as a startup with IPO ambitions, but lacked the awareness, identity, and differentiated positioning to compete in such an entrenched market. The challenge was to create a distinctive brand that could stand apart as an accessible, lifestyle-driven alternative.

The approach

• As SWAT’s client lead, I partnered with Wheels Up from inception through IPO.

• Built the brand from the ground up: logo, identity system, campaigns, digital, partnerships, events, and content.

• Defined a positioning that reframed private aviation as a membership lifestyle brand, not just a luxury service.

• Produced and oversaw 30+ shoots spanning brand, product, and lifestyle storytelling — embedding Wheels Up in culture and everyday aspiration.

Results

• Created the most successful private aviation launch in U.S. history

• Scaled Wheels Up from startup to IPO, shaping every stage of its brand journey, ultimately leading to a $2.1B IPO valuation

• Cemented the company as a household name in the private aviation space

My role

I was the agency client lead from day one, running every aspect of the relationship from initial connection through IPO. I directed strategy, creative development, and production — even appearing in some of the content with my wife, reflecting the lifestyle storytelling approach we built.