Intro & Role
In 2015 we were approached to build an exclusive club for Edelweiss most loyal customers. My role as the digital art director together with the digital architect was to develop an idea that would have answered the client’s needs, while also building it and the its promotional communication.

Brand
Edelweiss is one of the few Swiss airline companies. It has quite a few loyal customers, it serves more than 40 destinations from Zurich airport and it has an inflight magazine called Sunflyer.

Challenge
The first request we received from the client was to build a club for a selected part of their customers. The idea behind it was that by building a group that only certain people could be part of, the rest would want to get in and therefore increase Edelweiss popularity.

Process
After thinking through the client brief we decided that building an exclusive club would not be the best solution to increase Edelweiss’ popularity.
We instead realised that by giving suggestions and tips to the customers and prompting them to give them to other customers, we could have created a place where people could find travel tips from other people and not just from experts.
We first went through all the possible things that people could be interested in knowing about travelling and quickly realised that there is so much.
Because of that we decided to build a blog where people could just read or participate and write their own story about their trips.
We thought about adopting a “highlight and comment” type of interaction, à la Medium, so that people could refer to and comment on something straight away and build a discussion about, perhaps a restaurant someone suggested.
The most challenging part was the balance between wanting to push people to write their own story and not force their hand too much, allowing them just to go through other people’s stories.

Conclusion
Unfortunately at the beginning of 2016 the project was frozen and as of now, August 2016, it didn't restart.