Priority

Following O2’s rebrand in 2024, I was part of the core team to refresh the branding and proposition of Priority. The challenge was to reposition it as not only a rewards programme, but a better way to live – just because you’re with O2.

I wrote a brand-new language toolkit to help make Priority more premium, exclusive and customer-focused, named the tiers to bring to life the new positioning, worked on a more robust brand architecture for Priority alongside O2 – including the introduction of a new brand system of ‘Priority presents…’ – and directed the roll-out of creatives across all channels, including web, events, app, social and more.