The consultancy was invited to pitch for the project about three weeks ago, and was briefed to rebrand the lounge following an overhaul of the interiors last year.
The project involves creating a new visual identity for the lounge, including the logo, which will be applied across all collateral including passport-style leaflets, brochures, and advertising materials.
David Worthington, managing director of 10, says, ‘The overhaul looked at the whole experience, but not from a branding point of view. There was no extra traffic going into the lounge.’
He explains that the visual identity is informed by the airport’s Yorkshire location, and features the Yorkshire Rose symbol.
Sophie Brown, financial controller at LBA, says, ‘We need to develop a brand and experience that will encourage customers from throughout the region to use our airport and Premier Lounge facilities.’
The new identity will first be applied to the website next week, and will roll out completely from early December.