As Etihad Guest expanded, the membership introduced tiers to the programme. I was tasked with the naming of tiers, their emotional identity and the physical and digital membership card design.

The Insight

Etihad Guest is a premium brand in a sea of premium brands. The cards needed to feel exclusive, elegant and part of an overarching suite.

The Idea

The original facets of the legacy brand were reimagined as simple, abstract aircraft shapes. Each tier was named, and the tiers were colour-coded appropriately.