Cathay Pacific Airlines CXLeverage Program Mark
CX is the initials used by industry to identify Cathay Pacific and is recognized by frequent travelers of this major airline to the Far East. The initials were central to the name of this program targetting a large but mostly overlooked segment of air travellers, the small-to mid-sized company business traveler who frequented the Pacific Rim and was the new focus of this incentive program tailored to their needs.

We wanted to tie into not just the name of the Airline and its initials, but also to current brand advertising efforts that used images drawn in Asian brushstroke style.