Website and Branding for j2

Appetite Creative
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  • Date Published
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Engaging, responsive and visually attractive website and digital brochures displaying all services provided by the brand

About the Client

j2 Aircraft Dynamics is a UK-based company, established in 2006, that sells its own proprietary software, the j2 Universal Tool-Kit, a proven application in several areas including Aircraft design, Building of Dynamic Flight Models, Flight test risk assessment, planning and data matching, and Air accident analysis, among others.

In the world of aircraft design analysis, modelling and evaluation j2 Aircraft Dynamics is focused on accelerating the pace of progress, unlocking innovation in design and providing aircraft engineers/designers with the tools they need.

The Challenge

As j2 Aircraft Dynamics provides market-leading products and services which can save customers up to 40%, the goal of this project was to communicate these outstanding capabilities and business benefits to prospective customers.

Therefore, Appetite faced the challenge of designing and building a complete, outstanding and fully-functional website that links to the company’s social media, visually positioning j2 as a disruptive leader in their market.

This new website also incorporates two already-existing separate j2 web pages with a new look and feel, transforming it into an appealing web page to all target markets, including UK, China and Indian markets, taking the company to the next level as a leader within the industry.

The Solution

As a digital agency, specialising in tech marketing campaigns, our task was to create a leading brand perception for j2. We usually do that through great looking website design and development, providing evidence and testimonials in order to build trust and instil confidence in prospective customers.

In j2 Aircraft’s case, showing strong and validated claims such as a “40% Saving” on the front page was critical and one of our first moves. Besides that, we also improved j2 Aircraft’s products’ visibility by developing the website as an engaging, responsive and visually attractive digital brochure from which all services provided by the brand could be seen.

Another priority was to align the website’s new look and feel with the new brand guidelines we created. This included a new colour palette, new typography hierarchy and an updated brand logo, creating a consistent, yet at the same modern website which could enhance the customer’s journey. Contributing to the users’ experience, we have also added a section for customers to register and access further information, as well as a portal that includes downloads and a client discussion board.

We also needed to make some technical adjustments to the website, in order to make it responsive to mobile phones and guarantee search engine optimisation. A new ‘Contact Us’ page was also developed, featuring the links to j2’s social media profiles, email address and remaining contact details, providing clients with a more user-friendly page and above all, a better communication channel between the company and its most valuable assets.


A fully responsive and functional website, built alongside a powerful yet easy to use Content Management System. This will allow simple website and content changes to be implemented by j2 Aircraft quickly and without needless costs. Also, the website is optimised for SEO and, with the use of WordPress, a dedicated SEO plugin (Maths Rank) was set up and configured, ensuring the efficiency that a market leader’s website requires.