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Cathay Pacific
Global Loyalty & Co-Branded Acquisition Strategy
OVERVIEW:
Cathay Pacific is the flag carrier of Hong Kong and a founding member of the oneworld alliance. Frequently certified as a Skytrax 5-Star airline, it is globally recognized for its "Life Well Travelled" philosophy, connecting Asia to the world through a premium fleet and industry-leading inflight service. In recent years, the brand has evolved into Cathay, a premium travel and lifestyle brand that integrates its legendary airline service with an all-encompassing loyalty ecosystem.
ROLES:
Graphic & Visual Design
Print Design
Package Design
Environmental Design
INSIGHT:
Alliance Data targeted Cathay Pacific to establish a sophisticated co-branded credit card relationship for the U.S. market. The strategic challenge was to bridge the gap between a domestic financial product and the prestige of a global flag carrier. The loyalty currency, Asia Miles, needed to be positioned as an aspirational "traveler’s passport," appealing to high-net-worth frequent flyers who demanded the same level of luxury from their financial tools as they did from a first-class cabin.
OBJECTIVE:
The objective was to lead the design of premium print, packaging, and environmental elements for a high-stakes presentation to Cathay Pacific’s global stakeholders. My role was to ensure that every touchpoint—from the bespoke presentation packaging to the environmental graphics—mirrored the airline’s minimalist and sophisticated brand identity. The goal was to demonstrate how Alliance Data could seamlessly manage the Cathay Pacific Airways Visa Card while upholding the aesthetic rigor of a 5-star international brand.
RESULTS:
The presentation successfully demonstrated a deep alignment with Cathay Pacific’s heritage and future vision. While the co-branded portfolio eventually transitioned during the industry-wide evolution of consumer finance, the work established a design benchmark for how Alliance Data approached international "prestige" accounts. The creative strategy laid the groundwork for the brand’s loyalty expansion, which has since evolved into the current Cathay World Elite Mastercard, successfully unifying miles and status under a single, streamlined brand umbrella.
