Airline Brand Identity and Brand Guidelines for flynas

Context

flynas is Saudi Arabia's first low-cost airline, headquartered in Riyadh and serving domestic and international destinations across the Middle East, Asia, Europe and Africa.

Originally launched as Nas Air in 2007, the airline adopted the flynas name in 2013 as part of a broader evolution of the business and its customer proposition.

As flynas invested in fleet expansion, new routes and enhanced customer services, the airline's communications footprint also became increasingly complex. A growing network of advertising, digital, print and media partners needed a clear system for applying the brand consistently across different markets and customer touchpoints.

Challenge

Airline brands operate across an unusually broad and visible range of environments—from aircraft and airports to websites, mobile platforms, advertising, customer communications and onboard experiences.

For flynas, the challenge was to create sufficient consistency across these touchpoints while allowing international agencies the flexibility required to develop relevant creative campaigns for different markets.

The brand therefore needed more than a visual identity. It required a comprehensive aviation brand management framework that could establish clear principles for how flynas should look, sound and communicate wherever customers encountered it.

Solution

Working alongside Saudi partner Charisma, the team developed a comprehensive brand system for flynas encompassing consumer research, strategic positioning, naming, visual and verbal identity, launch planning and campaign development.

This thinking was translated into a rigorous set of airline brand and advertising guidelines, establishing clear standards for the application of the flynas identity across imagery, advertising, communications, digital channels, aircraft livery and wider marketing materials.

The guidelines provided internal teams and external agencies with a shared creative framework, helping maintain brand recognition and consistency while still allowing communications to respond effectively to different markets, audiences and campaign requirements.

The resulting system created a practical foundation for ongoing brand governance, advertising development and international airline marketing as flynas continued to expand.

Result

The brand system was adopted across flynas communications and subsequently used by a wide network of international advertising, digital, print and media agencies.

The guidelines created a more consistent framework for expressing the airline across aircraft, advertising, digital channels and customer communications, supporting flynas as it expanded its network and international profile.

The airline subsequently received significant industry recognition, including the Middle East's Leading Low-Cost Airline award at the World Travel Awards and CMO Asia Golden Awards for branding and marketing.