How we turned a complex business idea into a showstopping brand.
When the International Airlines Group wanted to capitalise on their loyalty programme expertise, they needed help creating an engaging customer-facing brand. We designed an impactful identity system inspired by the cool clarity and precision of tech, and the beautifully simple solutions offered by the company’s data-driven approach.
Helping a new brand take flight.
The Change
The division responsible for operating the Avios programme for BA, Iberia, Aerclub and Vueling had an opportunity to create a new business, offering their loyalty programme expertise to brands outside the group. But they needed our help in translating an internal business idea into customer facing brand – expressed visually and verbally in a clear and compelling way.
The Opportunity
We created a name, positioning, and powerful visual identity for the new brand: IAG Loyalty. With products and services ranging from the Avios currency to loyalty marketing, and data science, we captured the heart of their offer in the brand proposition: “Value Creation”. We expressed it through a visual identity system and logo incorporating an elegant stacking symbol to echo the lines of data and graphs, and the accumulation of rewards in a tiered loyalty programme. We introduced cool, clear and professional typography and a concise and contrasting colour palette that’s digital and tech friendly.
The Results
IAG Loyalty’s smart, punchy and tech-driven visual identity beautifully expresses its personality – “insightful, ingenious and precise”. With the design system successfully rolled out across all print and digital touchpoints, the brand is in a strong position to attract business, their offer expressed in a powerfully clear and engaging way.
