The Points Guy (TPG) is a national brand regarded as a premier voice in the award travel space. Joining the team in 2022, I was immediately tasked with leading a small creative tiger team to reimagine our brand and how it could grow and present it to an internal Brand Council of 29 leaders in TPG.

I'll repeat that. A council of 29 people. That didn't go very far.

It took a year and a half, but a company re-org would reignite the desire for our brand to be reimagined and for me to take another crack at updating the voice of The Points Guy.

Working on a small team with the Senior Vice President of Creative at TPG, I pushed against a "new voice" for the brand.

TPG had gained over a million followers over thirteen years. Deciding we needed a new voice felt like a misstep.

Instead, I asked our leaders how we could refine our voice. We didn't have a central brand guide, so how could we identify what The Points Guy was and what attracted so many people over the years?

To that end, I worked directly with several leads (roughly 22 fewer people than my first attempt) and codified what made The Points Guy unique in the travel space.

With that, I hope you enjoy the TPG brand style guide — written and designed by me via Figma: