Shaping the Brand

For Dis-Loyalty

Dis-loyalty is part of Ennismore, the largest and fastest-growing lifestyle hospitality company in the world. Ennismore has creativity and purpose at its heart, building founder-led brands with an entrepreneurial spirit. Each are individually curated to deliver distinctive design-led experiences

INDUSTRY/ Hospitality

CLIENT/ Dis-Loyalty

COUNTRY / US,UK

SERVICES/ Branding, Photography

For Dis-Loyalty

Building the brand for a company that wants you to break your habits, not keep them.

Dis-Loyalty is a hospitality brand from Ennismore — a travel and food membership built on a contrarian idea: reward people for exploring somewhere new, not for coming back to the same place. The concept was sharp, but it needed a brand that felt as disruptive as the name promised, something that stood apart from the loyalty-program category it was rejecting.

Our read: most "loyalty" branding leans safe, familiar, transactional (points, tiers, punch cards.) Dis-Loyalty needed the opposite instinct. We built the brand identity and photography direction around restlessness and discovery rather than comfort and repetition, positioning it as the antidote to routine travel rather than another rewards program in disguise. Every visual decision was in service of one goal: make exploring feel like the reward, not the compromise.

The brand needed to speak to a specific audience culturally curious, digitally native travelers who'd roll their eyes at a typical loyalty pitch and translate cleanly into a website built to convert: clear benefits, instant sign-up, and support for the "drop culture" style limited offers the brand runs to stay in motion.