In September 2022 Turkish Airlines asked us to bring our approach to a very different kind of project. The board decided to spin off subsidiary AnadoluJet to become a standalone airline, and asked Whale, working alongside Engin Celikbas to spearhead the rebranding and transition process.
Starting with an exhaustive brand audit, Whale curated a bespoke team at every stage, with strategic leads Engin Celikbas and Paul Mukherjee , and design leads Nessim Higson and Jason Hammel from IAAH at the helm. Whale's team influenced every point consumers might interact with the brand. The exhaustive brand guidelines cover everything from livery and interior design of the new airplanes to an updated app, website, and airport real estate.
"The efforts and dedication we have put in for a long time have paid off, and we will introduce AJet to the skies with the summer schedule at the end of March 2024. We fully believe that AJet, with its new name, will become an important part of the low-cost aviation industry on a global scale," said Turkish Airlines' chairman of the board and executive committee, Ahmet Bolat.
Dr. Bolat unveiled the new livery at a gala launch event November 23, 2023 in Istanbul, and the airline will begin carrying passengers under it's new banner in March 2024.