Case Study: BMO reinvents AIR MILES into Blue Rewards with Ove Brand Design

BMO launches Blue Rewards with Ove Brand Design, replacing AIR MILES with a modern loyalty experience

BMO faced the challenge of reinventing its legacy AIR MILES rewards program to provide more value and a modernized, flexible loyalty experience for Canadians. To address this, they partnered with vendor Ove Brand Design for a comprehensive brand strategy, naming, and visual identity program.

Ove Brand Design developed the new name Blue Rewards and created a versatile visual identity system that was unmistakably BMO, building on the bank's existing font and color palette. The solution included a new logo, an illustration system, photography style, and comprehensive terminology and brand guidelines to ensure a consistent rollout. The outcome was the successful launch of a simpler, more rewarding, and more personalized next-generation loyalty program designed to scale across channels and support partner integration.

BMO