The main idea was to stand out of the mass of traditional client magazines. First of all, by the means of the unusual cover. The front cover of the TimeFlies magazine for Nordica airline features contemporary Estonian design, and the title of the magazine on the cover of each issue is handwritten by the author of the featured work. The modern and minimalistic design of the magazine covers conveys without any additional words creativity of the new airline, attractivity of Estonian nature and success of the young Estonian designers.

Sergei Didyk is a photographer and graphic designer with an extensive, over 30 years experience in advertising and design. He is the founder and owner of Didyk Pictures - a commercial photography company specializing in food and beverages shooting. The company has at its disposal a large 150 m² photostudio, a comfortable kitchen to prepare food for shooting and a graphic department. It is located in Tallinn, Estonia.

Nordica is the state-owned Estonian flag carrier headquartered in Tallinn and based at Tallinn Airport. The company was founded on 25 September 2015 by the decision of the Estonian Government. On 30 March 2016, the new brand name Nordica was announced