HTDL brand in the wings for Flywho

Birmingham design and branding consultancy HTDL has created the name and identity for start-up transatlantic airline Flywho.

The airline, which is owned by BlueArrow Aviation, will be launched later this month. It has been developed and rebranded from the existing Flyblu company, which was set up to form a ‘premium budget’ service flying between Birmingham and three locations in Florida.

‘BlueArrow had an existing brand, but realised it needed a fresh approach,’ explains consultancy creative director Andrew Thornley. ‘The company wanted a part-business, part-consumer look as it may develop business routes in the future, but it is primarily consumer-oriented at present.’

HTDL was appointed to the work following a four-way credentials pitch in September. It has renamed the airline as Flywho and created a corresponding livery, primary logo, printed material and brand guidelines. Flyblu’s existing butterfly icon and blue palette have been retained and developed for the Flywho designs.

‘We had already produced a great deal of artwork, but wanted refinement and sophistication [from a design group],’ says Flywho chief executive Aden Murcott. ‘We had 98 per cent of the job in our heads, but the magic is in the last 2 per cent. HTDL did an outstanding job of refining the concept.’

Positioned between premium and budget air brands, Flywho will operate five flights a week between Birmingham International Airport and St Petersburg/Clearwater, Orlando and Fort Lauderdale in Florida. Tickets go on sale on 15 December for flights commencing at Easter next year.