Senior Creative Specialising in Brand Experience
Senior Creative Specialising in Brand Experience
Working in house at AirMiles with a small team, I took on the job of creating a new brand as the company moved from a pure members-only loyalty scheme to a broader travel company, open to everyone.
Together with a small team – most of whom I still work with – we developed the brand purview of ‘dinner-party conversational’ based on our understanding of ouraudience as 40+ empty-nesters who liked to save for a good holiday, take lots of photographs and then tell their friends and family all about it. From a brand perspective, this meant that we wrote stories about travel experiences which featured on all collateral, coupled with large, intriguing images that – at the time – were quite different from traditional travel company styles.