The Club

Airport Dimensions commissioned Without to refresh and unify The Club, their fast-growing US lounge brand. With new lounges popping up and two audiences to impress (airports and travellers), they needed a brand that could cut through the noise and still feel human.

Collaborating closely with Without and a wider creative team, we landed on a simple but powerful idea: ‘Moments made for you’. In a world of gate changes and security queues, The Club is where travellers can find the small joys that make a big difference – like your favourite snack on the menu or a smile from a stranger. I helped bring this idea to life through tone of voice guidelines, brand storytelling, messaging, and signage – making sure every word felt like a welcome break.