Travel triggers stress. Check-in, security, boarding. Long queues, wrong queues, big crowds. Research by The Club found that air travellers were overwhelmingly seeking the same state: comfort, and a calm environment to begin their journey.

But “comfort” was too broad a term and not reflective of The Club’s attention to detail: a concierge with a name, who shows you to a quiet corner of the lounge, and serves the city’s speciality – a taste you’ll always remember. Instead of an airport’s abundance of micro-stressors, The Club shows you its micro-comforts, a checkpoint on a traveller’s journey to exhale and rest. To stand out from competitors, we turned The Club into the ultimate host.

We built a brand that animated that host experience. Imagery focuses on the details – the cosy chair in the corner; the window seat to watch planes go by; the fireplace to read that new novel – while illustrations are underpinned by a “helping hand” to reflect the brand’s personality and human touch. From a thumbs up to a handshake, hands create universal gestures understood the world over. The writing addresses guests directly to invite conversation, often with unique references to the city they’re in.

A new headline typeface Beaufort Pro feels timeless and familiar, while the bodycopy Euclid Square is derived from the logotype, enabling a flexible type system that feels unified when used together. Our new signature yellow offers a less corporate and more human focus, within a calm, warm and natural palette that sits comfortably in the lounges, as well as on digital applications.