Challenge
Volaris, Mexico’s leading airline, had ambitions to develop a best-in-class loyalty programme for its growing customer base in Mexico and beyond. Its vision was to create a rewards experience that was simple, useful, direct, intuitive and trustworthy. It needed to feel part of the Volaris brand family, stand out in a crowded loyalty landscape, and communicate clarity, transparency and simplicity to a broad and digitally savvy audience.
Solution
The Altitude brand was inspired by a key insight: the best loyalty programmes don’t make you work for them – they work for you. Travellers value transparency, ease, and rewards they can actually use. And in the end, clarity is the true privilege.
We placed the traveller at the heart of the strategy, crafting a composite archetype – part Sage, part Caregiver, part Explorer – to embody the Smart Traveller: reliable, empathetic, and agile. This foundation informed a brand strategy aligning purpose, values, and vision across every touchpoint, anchored by the clear promise: Fly. Earn. Enjoy.
The new identity positioned Altitude as an endorsed sub-brand, backed by Volaris for credibility yet designed to grow independently. It remains visually and strategically linked to Volaris through shared pixel DNA, colour cues and a spirit of optimism. Altitude’s voice is clear, confident, and human – inviting travellers to see loyalty as a journey rather than a transaction.
Impact
The new loyalty programme launched in July 2025. Adoption following launch was explosive: in the first 72 hours, more than 15,000 members signed up. The Altitude brand name also won praise for its clarity, memorability, and bilingual appeal across both Mexican and US markets.
