We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Photoshoot
  • Priority Pass
  • Priority Pass card design
  • Priority Pass website design
  • Priority Pass homepage
  • Priority Pass mobile site
  • Priority pass emails
  • Priority Pass Press ads

Priority Pass

Client: Priority Pass

Reinvigorate the brand without compromising its substantial heritage

Priority Pass is the world’s original and largest independent airport lounge access programme, with a customer base of over 10 million members.

The product is available to consumers, as well as being a benefit in the reward programmes of global banks, credit cards and telecom providers.

In the last few years the brand has been subject to the forces of new competitors into the marketplace, chipping away at both their B2B and B2C markets. With a dated brand identity the brand was losing its competitive edge and was in danger of being left behind.

The strategy

Welcome to Lounge Class

Our strategy was to create an identity that reflected the fact that Priority Pass revolutionised the airport experience across the globe and is a world leader in this field. So we created an overarching brand proposition, ‘welcome to Lounge Class’.

This encapsulated the Priority Pass experience, setting the gold standard for tranquility, service, space and comfort. Following extensive member research in Asia, Europe and the US, we produced a new Priority Pass brand identity.

The logo consists of a simple, elegant ‘P’, incorporating a ‘1’, to showcase the brand’s world-leading status and its history as the pioneer in this market. Alongside this a new tone of voice and brand values were also created to establish how the brand describes itself and addresses clients, partners and customers alike.


Your session will expire in xx.xx
Continue or Log Out