ARKIA

COLORING

FREEDOM

Brand Identity, Campaigns, Airospace Design

As a branding designer who believes that a strong visual language can transform an entire experience, working with Arkia was both a challenge and a unique opportunity.
The mission was to transform a local, generic airline into a colorful and joyful vacation brand – one that speaks a language completely different from its competitors.

A Differentiated Strategy

In a world where El Al and other international airlines emphasize security, business, and comfort – Arkia chose a completely different territory: leisure, vacations, and experiences.
This became its competitive advantage – the understanding that Arkia is a vacation airline, not a business airline – which led to the creative idea: We color your freedom.

Creating a Digital Graphic Language

To translate this strategy, I developed for Arkia a visual language based on cheerful, dynamic, and ever-changing colors.
This language unfolds into a rich system of colorful squares, pictograms, and icons inspired by the digital world – adaptable to every travel destination in a vibrant and renewing way.

Branding as an Experience

The goal was not to create just a new logo, but to tell a brand story through a full design experience – advertising, digital, print, and the actual flight experience itself.
The aircraft design became an inseparable part of the brand language – using the rich color palette, fresh graphics, and a unified language across every passenger touchpoint.

International Expertise

The work also included a unique residency in Toulouse, France, alongside Airbus engineers and staff, to apply the principles of the new branding and visual identity onto Arkia’s new fleet.
This created an extraordinary phenomenon in the aviation landscape – airplanes that tell a colorful, joyful, and inviting story from the very moment they appear on the runway.

In other words, Arkia’s new branding did not stop at a logo.
It became a full ecosystem of visual language, colorful experience, and vision – translating the company’s strategy of coloring freedom into every passenger touchpoint.