Go Ahead Tours had a loyalty program—but you wouldn’t know it. It was buried, bland, and barely delivering. So when the company decided to overhaul how travelers earned rewards, we saw an opportunity to do more than tweak the fine print—we gave the entire program a fresh identity.

Enter Club Go: a name that nods to Go Ahead’s roots as “Club EF” while boldly stepping into the brand’s future. Inspired by curiosity, movement, and connection, Club Go was designed to make loyalty feel fun, intuitive, and unmistakably Go Ahead.