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How do you reinterpret and bring to life an established brand’s values for today?

We defined an innovative experience identity inspired by the airline’s energy, culture and travel philosophy.

Turkish Airlines had the ambition to become the world’s leading airline. In light of Istanbul Airport’s historic full-service launch, the airline decided it was time to look to the future with a new vision. This coincided with the airport’s innovations and the launch of the brand’s new hub.

Furthermore, Turkish Airlines wanted to celebrate a period of phenomenal growth, and a refreshed visual direction was the perfect way to do so. As a global partner, we worked with the brand to bring its values to life at every touchpoint of the customer journey whilst enhancing brand and commercial engagement.

Our unique approach to this overhaul was to define an innovative experience identity called ‘Flow’ aimed to wow, navigate and comfort the customer at all the right moments. The identity is inspired by Turkey’s rich culture and represents Turkish Airlines’ travel philosophy, centring around a customer experience that’s effortless, seamless and uplifting. These values have been applied to all of Turkish Airlines’ touch points, from the new logo to the airline’s Istanbul airport lounge, above-the-line content and in-flight interiors.