Landor has redesigned British Airways’ suite of Executive Club cards working up identities and developing their application with digital consultancy Ogilvy One.
According to British Airways the Landor brief was to ‘appeal to the Executive Club with a new more inclusive branding while ensuring they met the needs of our existing customers.’
A new bronze tier has been added so the Executive Club – which has seven million worldwide members – now comprises blue, bronze, silver and gold levels.
The blue card design features a kite motif to reinforce the theme of flying, the bronze cards are highlighted with a silver streak, the silver cards feature a silver ribbon, and the gold cards use a gold ‘speedmarque’ in their centre.
Coinciding with the Executive Club relaunch, Interbrand’s branding work for Avios, which replaces the Airmiles scheme, has now launched.