We used an explorative qualitative approach to provide customer insight for a leading loyalty programme provider to inform their brand refresh. They needed an updated identity that would be distinctive, while staying true to their Masterbrand.

The brand’s core target centred around an attitudinal type rather than a demographic niche. Our goal was to provide rich and sophisticated audience understanding, to steer brand identity and supporting communications. We provided an updated segmentation to facilitate message targeting and programme offers and direction and parameters for language, tone and messaging.