[THE brief]
King Power sought to create a uniquely understated and premium brand identity for Atlas Club – its rewards programme for its most privileged and loyal customers.
We were briefed with a clear understanding of the benefits and rewards associated with Atlas Club, as well as King Power’s internal aspirations for the brand.
The goal was to ensure all efforts accurately reflected the level of status and achievement associated with King Power’s most loyal and highly regarded customers.
[THE approach]
Our process covered three core phases: Inform, Express, and Internalise. Initially, a collaborative workshop in Bangkok with King Power finalised project objectives and reviewed benchmarks. We articulated a clear brand positioning and designed a powerful and elevated brand identity.
[THE insight]
Unlike competitor brands, King Power presented itself as over-extending the brand and catering to both mass market customers and the affluent consumer segments. Hence, the opportunity for the Atlas Club to distinguish itself from King Power’s broader loyalty programme.
The goal was to ensure all efforts accurately reflected the level of status and achievement associated with King Power’s most loyal and highly regarded customers.
[THE outcome]
The newly created brand identity focused on building a sense of understated luxury – a move intended to elevate the new Atlas Club programme.
Detailed brand guidelines and technical specifications enabled consistent future brand execution and a sense of elevated aspiration and status.
