Loyalty Wins

Creating a new identity for a loyalty program within a world-renowned travel business was the critical first step in a major outreach initiative.
  • Branding
  • Collateral
  • Digital
  • Promotion


Create a new identity for business travel loyalty program for major travel brand. Identity needed to simply communicate the program’s benefits, conform to established brand standards and allow for diverse use in communications (digital and print)


Options for identity were developed following client’s presentation of programs features, benefits and critical points of differentation. Several leading contenders were chosen and revisions were completed. Final selections were presented to key stakeholders within a diverse series of potential content scenerios (web and print collateral). The final identity was chosen and a concise set of standards were developed for internal rollout. A digital library of final files was prepared for distribution.


The new identity brought both clarity and a distinctive boldness to the new program. The developed web pages effectively communicated the program’s mission and key features and benefits. The integrated launch was successful with both targeted press and potential program participants.

185% Increase in positive internal feedback
210% Increase in positive launch feedback
The new loyalty program was well received and the identity along with developed web pages and collateral was instrumental in an exceptional launch. Kellyco was a great partner and the extra effort throughout the process was much appreciated.
Director, Communications & Special Projects