Our creative concept focuses on EL AL’s iconic brand promise: "Home Away from Home."

We identified a tension between the ideas of 'home' - symbolizing security and certainty - and 'the world', which represents adventure, experiences,

and the inherent unpredictability of the unknown. EL AL bridges this tension by enabling travelers to explore the world while feeling a sense of safety

and supported confidence, embodied by the symbolic blue-and-white colors of the airline and its dedicated, service - oriented ground and air crews.  

Understanding how the brand resolves this tension led to the creation of the iconic airplane window symbol, which serves to connect home and the world.

Using this element, we set out to tell the brand’s story through the passenger experience, capturing the moment where looking out at the world and feeling

the belonging of home come together in one simple, visually striking moment.  

By using the airplane window as an iconic symbol, we created a standout look and unforgettable branding.

The window motif recurs in various ways, allowing us to communicate engaging content across digital platforms such as Facebook

and Instagram, as well as traditional media channels. This new visual language positions the brand as young, modern, and relevant,

perfectly tailored to the digital world.