Background In summer 2008 we've been commissioned by Rapp Moscow to consult and support them with the development of a visual identity for the 'Frequent Flyer Program' (FFP) with their client S7 Airlines. Ranked second after Aeroflot, S7 has the widest network of domestic routs and flight connections within Russia. The airline decided to set up a FFP, in order to build brand loyalty, to increase customer value and to maximize marketing efforts. Establishing the program, named S7 Priority, strategically coincides with the objective to join an airline alliance.
Align the visual identity of the FFP with the brand identity of S7 Airlines.
Reflect brand attributes such as reliability and seriosity (focus airline), status and prestige (focus FFP).
Communicate the key message: 'The fastest and simplest way to earn and redeem miles'.
Linked the visual identity of S7 Priority visually to the umbrella brand, S7 Airlines.
Created the logo, endorsed by S7 and descriptors for status-level upgrades (Silver, Gold, Platinum).
Provided solutions for media implementation, such as membership-cards, online sub-page, application-flyer, flyer-dispenser, press-advertising, mileage-statement letter.