One platform, two audiences: rebuilding Dragonpass for B2C and B2B

Dragonpass serves two very different audiences through the same brand. For individual travellers, the website has to make lounge access, loyalty benefits and premium travel experiences feel desirable and easy to understand.

For enterprise prospects such as Visa and Mastercard, the same platform has to communicate scale, credibility and the commercial value of partnership. Those are very different buying contexts.

A consumer experience can easily feel too lightweight for a senior B2B audience, while a heavily corporate site can strip away the premium character that matters to travellers.

Dragonpass needed one digital platform that could do both jobs convincingly, while also supporting multiple languages, global campaigns and frequent content updates across markets.

We solved the audience split through the structure of the design system. A component-based system in Figma created one consistent visual language across the site, while giving different page types enough flexibility to serve very different user needs.

Consumer-facing journeys could prioritise discovery, aspiration and travel benefits. Partnership pages could focus on proposition, scale and commercial credibility. Both still felt unmistakably Dragonpass. That consistency mattered because the audiences were different, but the brand promise was not.

We then built the site in Contentful, giving the internal team a flexible CMS for managing multilingual content and launching new campaigns across markets.

Reusable components reduced the need to recreate pages for every language or requirement, while the underlying system kept design and brand standards consistent as the site expanded.

The result was a platform designed to flex by audience, content and market without fragmenting the experience.

Dragonpass now has one global platform capable of supporting both consumer growth and B2B partnership activity.

Travellers can explore lounge access and loyalty benefits through a premium, intuitive experience, while enterprise prospects encounter a site with the depth and credibility expected from a global travel partner. The multilingual Contentful build also gives Dragonpass more control over how quickly it can launch campaigns, update content and support different markets.

That has created a more adaptable digital operation, with one design system supporting different audiences, languages and commercial priorities without creating separate versions of the brand.

The result is a website that can change its emphasis without changing its identity: consumer-facing where the journey demands it, commercially robust where partnership conversations require it, and consistent across both.