AerClub Cards
and Packs
AerClub is the loyalty programme of Aer Lingus, designed to recognise and reward its most valued customers. Following the airline’s rebrand, I was tasked with redesigning the membership cards and packs to align with the new branding.
Understanding the audience
The three top tiers of the programme (Concierge, Platinum and Silver) have an individual tier colour. Each tier has unique benefits – the higher the tier, the more benefits they enjoy. As such, they are aspirational and the redesign needed to embrace this.
How design added value
The redesign saw AerClub members receiving a membership card for lounge access and two luggage tags to identify priority bags presented in a custom-designed, streamlined premium pack. This pack was developed with Colorman, a full service print and packaging company, and it was designed to protect the contents during postage. It also allowed us to create a stylish pack which would impress AerClub members upon opening.
Given the nature of their use in airports and in the air the cards and luggage tags were printed on plastic for durability and longevity. The chosen partner, CCS, collated the full member packs to the highest quality, including producing and personalising the plastic cards and tags, as well as the accompanying letter.
“When AerClub was set up we wanted to have a whole new look for the programme and worked with Marie to develop and deliver a sophisticated modern card and pack design. The project involved a detailed creative process from concept to production, which also included Marie managing card and pack producers on our behalf. She ensured that we challenged ourselves to produce the best outcome for the programme which has grown continuously since launch.”
— Pauline Crowley AerClub Communications and Partnerships —
