Mileage Plus membership cards and tags
The internal brand design team was tasked with creating the 2016 and 2017 Mileage Plus membership cards and luggage tags. The objective was to imbue these items with a premium feel, effectively conveying a sense of status while differentiating between membership levels. Recognizing an opportunity to showcase new brand patterns and elements in innovative ways, our team embarked on this project to elevate the member experience and reinforce the brand's identity.
Concept 1
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Concept 3
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Concept 6
To ensure a comprehensive approach, we opted for collaboration within the internal design team. Each designer was tasked with exploring rough concepts, allowing for diverse perspectives and creativity. We then convened to compare and critique these concepts, selecting the most promising ones for further refinement. Working closely with business stakeholders, I facilitated the approval process, soliciting feedback and iterating on the designs until they met the desired criteria. Final concepts were entrusted to two designers for fine-tuning and preparation of print-ready artwork.
2017 cards final selection
The project's success was evident in its reception and impact. The meticulously crafted membership cards and luggage tags effectively conveyed a premium aesthetic, resonating with members and reinforcing their sense of belonging and status. The collaborative approach not only fostered creativity but also ensured alignment with stakeholder expectations, resulting in a seamless approval process. The positive outcomes garnered from this endeavor led to the internal brand design team being entrusted with the same responsibility the following year, attesting to the project's effectiveness and the team's capabilities.