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The challenge

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As the national airline of the United Arab Emirates, and a pioneer in the world of luxury and airline innovation, Etihad’s inflight magazine needed to be cultured, warm and considerate. It had to reflect the high-class expectations that leisure and business travellers have of the airline.

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The launch

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We not only completely reimagined the magazine, but gave it a new name and identity. Atlas by Etihad is now a stylish manual for the modern traveller, providing a global briefing on the month’s hot topics through stunning photography, sleek design and thought-provoking lifestyle content.

We also built a dedicated digital content portal and deliver bespoke, Etihad-branded videos monthly as part of the package. The result is a custom-built multi-platform solution that enables Etihad to continue the conversation with its discerning customers.

The results

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Atlas received two prestigious awards for its photography and its overall design at the 24th annual Communicator Awards in New York. The accolades were in recognition of the sophisticated and aspirational feature layouts that have characterised the magazine since its launch, inspiring readers to travel to the airline’s Abu Dhabi home, and to its far-flung destinations around the world.

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“We launched Atlas in March 2017, together with our partner Ink, confident in the knowledge that we were striving for and delivering the highest levels of editorial quality and astounding photographic talent, giving our guests a unique lifestyle overview which covers the globe, and the growth of Etihad, with the professionalism, colour and flair they have come to expect from us."

Jamal Al Awadhi, Etihad Airways Head of Guest Experience Commercial

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