The brief

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 market place, 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.


Collinson Group



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 tranquillity, 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.

The core values have also been rolled out across the brand’s global offices, using extensive brand guidelines, training collateral and workshops. The newly designed brand identity and marketing collateral, including website, press and online display has been rolled out globally and translated into 13 different languages.

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