The Story

How do we better connect with our most loyal consumers, who represent the greatest value for the business?

The Challenge

IHG® Rewards Club saw an opportunity to create a new elevated tier to thank their top members with a program that speaks to them as people - not just points.

The Solution

MAKE IT PERSONAL. Our most elite members want to feel a true sense of belonging and appreciation. So we crafted a positioning and global identity that is both aspirational and accessible for a down-to-earth road warrior consumer target.


  • Brand Strategy
  • Naming
  • Messaging
  • Identity and Visual Language
  • Image Library
  • Collateral & Communications