Air Equinox
Project highlights
Challenge
Air Equinox, a young airline brand with its main hub in Çukurova, faced the need to create a new and unique positioning in a highly competitive sector, adapting to changing conditions.
Updating and solidifying its brand identity amidst the new opportunities brought by digitalization and rapid consumption habits, differentiating the in-flight experience from competitors, and fostering an emotional connection with the brand for both local and global passengers were among its primary goals.
Most existing airlines were trying to stand out with difficult-to-read typography, standardized in-flight meals, low-interaction traditional media usage, and competition based solely on price.
Air Equinox’s need was to create a consistent, memorable, and experience-oriented brand identity at every touchpoint across all online and offline channels.
Solution
The solution developed for Air Equinox is built on a 360-degree brand integrity approach, encompassing everything from digital and in-flight experience to typography and billboard communication.
On the typography side, a strong, modern, and highly readable visual identity was created using a font with wide spacing and rounded edges. This font contributed to instant brand recognition, particularly on aircraft fuselages, airport shuttle vehicles, and large-scale outdoor billboards.
In catering and in-flight experience, snacks produced in the Çukurova region aimed to offer passengers a cultural connection with the brand and a unique taste experience. Supporting products designed with a collection concept ensured that Air Equinox was not just an airline, but a shareable brand element.
On the traditional media side, outdoor advertising integrated with digital advertising was supported by strategic location selections, QR code integrations, and a minimalist design language that highlighted the brand’s color palette.
Outcomes
Air Equinox aims to achieve a significant increase in both user perception and brand preference. The simple and modern typographic structure created with the new font ensures easy brand recognition among a wide audience, while outdoor campaigns are expected to increase urban visibility and reach audiences unreachable through digital platforms.
Through specialty beverages, regional flavors, and collectible items, passengers will begin to view the flight experience as an Air Equinox ritual rather than just a airline service. Product photos, in-cabin details, and collectible items shared on social media will increase the brand’s organic visibility.
Air Equinox will move beyond being merely a flight service provider, successfully creating a sustainable, modern, and culturally rooted brand identity that tells a holistic story at every point of contact.
Airbus A320 Airbus A320 Airbus A320 Airbus A350XWB-900 Airbus A350XWB-900 Airbus A350XWB-900 Airbus A350XWB-900 Airbus A350XWB-900 Boeing 777 Freighter Boeing 777 Freighter Boeing 777 Freighter Boeing 777 Freighter
Natural balance in the sky
The revised and redesigned Air Equinox logo serves as a starting point that not only conveys but also embodies an airline’s promises of sustainability, innovation, and modernity. This nature-inspired design approach, with its dynamic angle reflecting the Earth’s 23.5-degree axial tilt, its powerful central form reminiscent of an aircraft engine when viewed from the front, and the fluid vortex lines swirling around it, excitedly emphasizes both confidence and a state of constant movement.
The logo, with its minimalist form, expresses itself with the same clarity on every surface; whether it’s enormous on an aircraft fuselage, meeting the city on a billboard, or fitting into the palm of a hand on a mobile application icon, it maintains the same energy. The color palette, inspired by the pine-scented highlands of Çukurova, the deep purple grapes of Tarsus, the deep red pomegranates of Taşucu, and the bright oranges of Adana, warmly complements Air Equinox’s character of being close to nature, vibrant, and accessible to everyone.
A stronger brand presence on “every surface”
The new Asterone font, chosen to replace Maven Pro to strengthen Air Equinox’s brand identity, is a fundamental building block that best reflects the airline’s modern, dynamic, and accessible premium character with its rounded, wide-spaced form.
Maintaining readability across all communication platforms from large aircraft bodys to shuttle lettering, printed materials to digital interfaces, this font strengthens the brand’s clarity in communication with its simple, powerful, understandable, and unique structure. In today’s design approach dominated by sans-serif fonts, Asterone’s clean, decisive, and fluid lines allow Air Equinox to speak with both a premium and warm tone, deepening the connection it establishes with the user.
Modern alternative characters and a rich glyph structure complement the brand’s visionary typography, transforming Air Equinox’s timeless identity in the sky into a tangible experience.
Tarsus grape 
Erdemli lemon 
Toros pine 
Taşucuı pom 
Charcoal
The universal colors of the Eastern Mediterranean
Air Equinox’s color palette was chosen not merely as a visual preference, but as an approach that carries the nature, cultural richness, and unique spirit of Çukurova, the region that inspired the brand, into the skies.
Sophisticated purple tones inspired by the noble purple grapes of Tarsus add elegance to the brand, while the vibrant pomegranate red of Taşucu strongly emphasizes the airline’s energetic and dynamic character. Vibrant lemon green from Erdemli represents the brand’s refreshed face; orange, born from the warm orange groves of Adana, instills a sense of warmth and hospitality, especially in ground handling designs. The deep green of the Taurus Mountains represents trust and respect for nature, while light green tones inspired by the fresh orange blossoms that cover all of Çukurova in spring complement the brand’s innovative, youthful, and constantly refreshing spirit.
These carefully selected colors make Air Equinox more than just an airline; they transform Çukurova’s precious heritage into a consistent, memorable, and meaningful modern flight experience.
Enhancing and making the travel experience unique in every possible way
Air Equinox’s pre-flight ground services are a key touchpoint that concretely reflects the brand’s modern, innovative, and comfort-oriented structure. Offering mobile check-in, fast self-service kiosks, and a simplified and accelerated counter process, this integrated experience aims to reduce passenger stress, shorten waiting times, and ensure a pleasant journey even before the plane takes off.
Priority boarding, spacious lounge areas and dedicated navigation support offered to premium passengers on Equinox Extended hauls reinforce Air Equinox’s service standard approach and strengthen the brand’s professional image. Thus, Air Equinox strongly supports its claim to be a brand that offers comfort, care, and safety at every step of the flight experience, treating it not just in the sky but as a seamless whole starting from the terminal gate.
Setra S531DT, Equinox Lounge livery 
Setra S531DT, Mersin Vif heritage hybrid livery 
Setra S531DT EquinoxFast livery 
S517HDH Pomagradanate of Tasucu 
Setra S517 HDH, Delta of Goksu 
Mercedes-Benz Intouro 16RH, “Goes to Holiday” shuttle 
Mercedes-Benz Intouro 16RH, “Orange of Adana” shuttle 
Mercedes-Benz Intouro 16RH, “No more Mediterranean” shuttle – Coral reef 
Mercedes-Benz Intouro 16RH, Mersin Vif heritage shuttle 
Mercedes-Benz Intouro 16RH, “Save the Mediterranean” shuttle – Goliath
The excitement of the journey in every minute on the way…
Air Equinox’s shuttle services, serving the city and nearby city centers, are a strategic brand touchpoint that extends the brand’s passenger-focused approach beyond the terminal, personalizing the flight experience even before the journey begins. The EquinoxShuttle and EquinoxFast categories are designed to meet different needs, allowing passengers to choose the most suitable mode of travel based on their expectations of comfort, speed, or budget.
The agile and economical transportation provided by the Mercedes-Benz Intouro offers practicality for daily commuters, while the luxurious and spacious interior of the Setra TopClass series provides a premium starting experience for holiday and long-haul travelers.
The brand colors, strong slogans, and eye-catching designs on these vehicles transform them into giant advertising faces moving through the city, increasing Air Equinox’s visibility and making the brand a natural communication element in everyday life. Thus, the shuttle services both make airport transportation effortless for passengers and strongly reinforce Air Equinox’s modern, reliable, and innovative brand identity.
Looking good on the ground and in the sky
Air Equinox’s unique designs used on its aircraft body are a powerful communication tool that transforms the brand’s identity not only in the sky but also on airport aprons into a strong marketing asset. Every detail, from the tail structure to the color palette extending along the fuselage, makes visible the brand story, inspired by the nature of Çukurova, leaving an unforgettable impression on passengers from the very first contact.
Seeing an Air Equinox aircraft with an unusual livery at airports creates a natural sense of affinity and pride for the brand for both passengers and aviation enthusiasts.
The thematic designs featured in the special liveries convey the company’s commitment to cultural values, social responsibility messages or local stories in an emotional way. These special designs take the aircraft beyond being mere flying billboards, allowing passengers to forge a personal connection with the brand; sometimes creating a sense of nostalgia, sometimes a sense of belonging, and sometimes an inspiring awareness.
A321XLR Mersin Vif heritage livery 
A321XLR Equinox Lounge livery 
A321XLR Breast CancerA321XLR Breast cancer awareness Livery 
A321XLR Retro heritage livery 
A321XLR 
A321XLR EQX EquinoxFast liver 
A350-900XWB Spring Equinox livery 
A350-900XWB Autumn Equinox livery 
A350-900XWB Equinox Extended livery 
Boeing 777-200F Colors of the Mediterranean 
Boeing 777-200F Sand of the Mediterranean 
BONUS: Boeing 777-200F Hera Freighter
Blueberry Ice Tea 
Hibiscus Ice Tea 
Grape Ice Tea 
Pomegradanate juice 
Fresh lemonade 
Orange juice 
Strawberry juice 
Red wine 
White wine
Details that will make the journey unique
Air Equinox’s in-flight catering clearly demonstrates the impact an airline brand has on passenger choice.
By placing special fruit juices made from local flavors of the Çukurova region – such as oranges, pomegranates, strawberries, and grapes – and aromatic herbal teas at the heart of its offerings, the brand provides passengers with not just a journey, but a regional experience. These customized branded snacks developed beyond standard catering, make passengers feel that the brand has a cultural story behind it, making the flight unforgettable.
Research confirms that passengers are more likely to choose to fly with small touches that make them feel special; Air Equinox’s offering of reusable bottles, special blend coffees, collectible pillows, and snacks with memorable aromas and flavors sets it apart from its competitors. This approach shows that in-flight catering is not just a service, but one of the strongest triggers for the emotional connection a passenger forms with the brand.
Being present everywhere in the city
In an era of rapidly rising digital marketing, Air Equinox’s strategic use of traditional media channels as an advantage is a powerful example of the brand’s ability to differentiate itself.
The massive billboards placed at the city’s busiest intersections, airport entrances, and highway routes prove that the brand prefers not only digital visibility but also leaving a physical point of contact in the minds of thousands of people every day.
These channels, providing 24/7 visibility, create lasting brand awareness with their continuous reminder capability, unlike digital messages that disappear in seconds.
Air Equinox’s design language, combining visuals reflecting local culture with clear slogans, transforms billboards from mere communication surfaces into a brand curation tool.
Furthermore, by integrating traditional media with digital through QR codes, augmented reality elements, and location-based campaigns, it transforms the static nature of the billboard into a modern experience.
Visit AirEquinox presentation at Behance
