• Transform magazine
  • April 04, 2020


Premium airport experiences for everyone

  • Priority Pass lounge.jpg
  • Priority Pass.jpg

Priority Pass, the world’s largest independent airport lounge access programme, has undergone a brand refresh courtesy of UK-based ad agency, Designate.

The new identity has rolled-out globally and translates into 12 languages.

Designate rebranded Priority Pass’ parent company, the Collinson Group, in 2012, and was appointed by Priority Pass a year later. Launched in 1992, Priority Pass provides frequent travellers with airport lounge access irrespective of their class of travel or airline. It is offered as an incentive by consumer brands – such as banks, credit card providers and telecoms operators – worldwide. Member research in Asia, Europe and the US found that the old brand wasn’t adequate for the breadth of its worldwide audience.

The new brand has a premium quality and aims to demonstrate Priority Pass’ well-established reputation, while positioning it as a current leader in its field.  Caroline Douglas-Hamilton, account director at Designate, says, “A simple, elegant ‘P’, incorporating a number one which forms the backbone of the new logo, perfectly showcases the brand’s world-leading status and its history as the pioneer in this market.”

The fresh, clean and simple aspects of the new design are also applied to Priority Pass’ new tone of voice and brand values. The brand’s global offices have received extensive brand guidelines, training collateral and workshops to ensure that staff worldwide fully embrace the new brand positioning.

Stephen Simpson, global marketing director at The Collinson Group, says, “We are hugely impressed with the brand strategy that Designate has created for Priority Pass. It showcases our much enhanced product that we now offer our clients and members, as well as highlighting our market-leading position. We look forward to working with Designate on future phases of the project, as the Priority Pass brand evolves further.”