Shaping the Brand
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/ Brand Strategy, Creative Direction, 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.
CHALLENGE
How do you build a loyalty brand around the idea of being disloyal?
Traditional travel programs reward repetition. Dis-Loyalty needed to make choosing somewhere new feel more compelling than returning somewhere familiar.
CREATIVE STRATEGY
Reject the visual language of loyalty.
Instead of points, tiers and transactional messaging, the brand would center curiosity, spontaneity and movement.
CREATIVE DIRECTION
Photography Direction
Candid, observational imagery replaced polished resort photography, making travel feel discovered rather than advertised.
