Cathay Pacific:
Crafted rewards

The Challenge Cathay Pacific and American Express required a co-branded loyalty product that could speak credibly to one of the most demanding audiences in financial services: affluent, internationally mobile frequent travellers with exacting standards and zero tolerance for inauthenticity. The product needed to honour the heritage and prestige of both brands — while feeling like something genuinely worth carrying.

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The Thinking At the heart of this project was a tension that had to be resolved: two powerful global brands, each with their own distinct visual language and cultural identity, coming together in a single physical object. The solution was rooted in restraint. Rather than competing for dominance, the design drew on the authenticity of Asian craft heritage embedded within Cathay Pacific — using material quality, considered detail, and a premium visual register to do the talking. Every element was a deliberate signal to the cardholder that this was a product made for people who notice.

My Role Working at Siegel+Gale, I led the design and art direction of the loyalty card product and its associated communications — from the card itself through to airport posters and campaign materials, ensuring consistency and premium quality at every touchpoint.

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The Outcome A co-branded loyalty product that balanced the prestige of two iconic global brands — delivering a contemporary, culturally intelligent design that reflected the uncompromising service standards both companies are built on.