Things have changed at Dallas-based JetSuiteX, a semi-private air carrier that sells public charter tickets between private airports.

The nearly 4-year-old company, which relocated last year to Dallas, announced a new brand name and identity called JSX this week. The unveiling came with a refreshed website, logo, livery, and a new ad campaign focused on its innovative form of air travel known as a “hop-on jet service.”

JSX, a sister company of Dallas-based charter company JetSuite, said its mission is to provide “Joyful, Simple Xperiences” via publicly available charter flights on 30-seat jets from private terminals.

“Because commercial flying is such drudgery, the notion of joy in flying or hopping on a jet is a foreign concept to so many business and leisure travelers,” co-founder and CEO Alex Wilcox said in a statement. “We have created a model at JSX that fuses the best of the commercial experience, meaning accessibility and cost efficiency, with the best of private flying which is ease, time efficiency and an elevated experience.”

Wilcox also said that as the company grows, it’s important for JSX to distinguish itself as a unique brand with a specific type of travel solution.

Currently, JSX has daily flights from six airports: Burbank (BUR), Las Vegas (LAS), Orange County (SNA), Napa/Concord (CCR), Oakland (OAK), and Seattle-Boeing Field (BFI).

The carrier’s seventh destination, Phoenix (PHX), is expected to launch later this month.

How JSX wants to fly above the rest

Wilcox’s decision to launch JSX came after he noticed an increased demand for short-distance private flights at JetSuite. He set out to create a service where travelers could eliminate the traditional airport hassle and on-the-ground wait time for short-haul flights.

The rebranding was spearheaded by the Bay Area and Seattle-based paulwylde and Eleven Inc. creative agencies. The new ad campaign has already started on multiple digital channels, including YouTube, Facebook, Instagram, and Kayak.

“We wrapped it all up with a simple yet profound prompt: ‘hop on,’” Ted Bluey, creative director at Eleven Inc., said.

All JSX flights offer spacious and soundproofed interiors, complimentary premium cocktails, and at least 36 inches of legroom. The aircraft are equipped with power outlets in each row, and high-speed Wi-Fi is set to roll out across the JSX fleet of Embraer 135 and 145 aircrafts in 2020.

JSX flies more than 330 weekly flights, with a high focus on connecting highly desirable business and leisure markets within 500 miles. That means customers can save up to two hours every time they fly by avoiding crowded airports and long drives. The fares start at $89 each way.