Rapidly growing public charter provider JetSuiteX has taken on a new identity, JSX, this week rolling out the new brand, logo, livery, updated website, and ad campaign that highlights its “hop-on jet service.” The sibling of private charter provider JetSuite, JSX founded in 2016 to offer regular short-haul service between defined city-pairs at costs that compete with scheduled airlines.

JSX has since grown to offer more than 330 flights weekly out of six airports—Burbank (BUR), Las Vegas (LAS), Orange County (SNA), Napa/Concord (CCR), Oakland (OAK), and Seattle-Boeing Field (BFI)—and is preparing to add a seventh destination later this month: Phoenix (PHX).

“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,” said JSX co-founder and CEO Alex Wilcox. “As we continue to grow, it’s important we not only distinguish ourselves uniquely as a brand, but as a new type of travel solution that is focused on creating ‘Joyful, Simple Experiences’ every time you fly—and which is now clearly reflected in our new name ‘JSX.'”

Wilcox helped launch the firm after seeing increased demand for short-distance flights at JetSuite, but at the same time watched carriers experience a 30-percent decrease in capacity on flights under 500 miles, the company said. The idea was to provide a service that eliminated airport hassles—and the accompanying wait time—but offered fares beginning at $89.

The company provides a range of amenities aboard its aircraft and is set to roll out high-speed Wi-Fi throughout its fleet of Embraer 135s and 145s next year in partnership with SmartSky Networks.

JSX retained Paul Wylde and creative agency Eleven Inc. on the branding effort.