IHG Rewards Club is the loyalty program that covers all of IHG’s hotels, including InterContinental Hotels, Holiday Inn and Crowne Plaza. Their current brand needed to unlock the economic potential of the brand for long term. Their goal was to elevate the experience to deliver what guests want most, personal experiences, and make it the most sought after relationship brand for high frequent travelers.

For the pitch, we developed the strategic brand point of view for IHG Rewards Club to be about the people, not just the points. With this strategic idea, we designed a holistic identity system that was simple and intuitive, seamless across many diverse experiences, and to connect all the hotel properties across the IHG portfolio.
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