British Airways Design & Branding BRITISH AIRWAYS EXECUTIVE CLUB PHOTOGRAPHY - SILVER by Landor London

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Industry Airlines
Media Design & Branding
Market United Kingdom
Agency Landor London
Photographer Andy Grimshaw
Released November 2011

Credits & Description

Category: Design Photography
Product/Service: AIRLINE
Design Director: Matt Comboy (Landor Associates)
Photographer: Andy Grimshaw (Andy Grimshaw Photography)
Senior Designer: David Gilligan (Landor Associates)
Senior Designer: David Marshall (Landor Associates)
Media placement: Photography files - Membership cards, email communications, website - 15th November 2011

Describe the brief from the client
Executive Club loyalty cards are Club Membership’s main visible component. Each Club category attracts a different mindset, rather than different grades of the same one; our brief was to strengthen Members’ resonance with each category’s separate values. To do this, we needed to visually clarify what each of the cards actually means.

Describe the challenges and key objectives
The one-size-fits-all approach, often the category norm, no longer works. So, rather than photograph a suite of similar images with different grades of luxury, we set out to create 4 distinct identities.

Describe how you arrived at the final design
To help our Cards resonate with separate genres of traveller, we used a range of different creative approaches: Andy Grimshaw (himself a Silver member) made Silver Club Cards with dynamic, moving light trails.

Give some indication of how successful the outcome was in the market
In the UK, the rating for collecting tier points on BA flights has gone up by 33%. By December, 9 out of 10 UK Premium Members (and 7 out of 10 Blue tier members) were aware of the re-launch. Best of all, Executive Club enrolment has gone up by more than 10%, compared to last year.