Jetti

with my creative partner Michael Dabbs
for Noun Ventures

Brand Naming and Creative Platform

Jetti (original name: Go Trashy) was a service platform and app where people with stuff could connect with providers who haul stuff. But more than that, it was a network built on trust, mutual benefit, and environmental responsibility. Rather than leaning into the category of waste management, we worked together to envision a brand platform around stuff management—a core insight about our current moment in a deeply consumerist society.

The brand voice was created from a place of empathy and respect for both customers and haulers. Customers felt ashamed of having so much stuff and overwhelmed by what to do with the stuff they no longer wanted. And the haulers, most already working in the gig economy, felt marginalized and disrespected in their other jobs. They provided feedback that the fair wages, transparency, and respect our platform championed—as well as the gratitude they felt from customers for our no-judgement approach—made them feel valued.

Unfortunately, due to unforeseen circumstances with investors, the project was permanently stalled in the midst of development.