loyalty program rebrand

New Seasons Market’s loyalty program needed a refresh—its messaging claimed simplicity but felt overly complex, its design was outdated, and team members needed more confidence in discussing it. We were missing key opportunities to engage customers at the right time and place.

Working closely with a colleague, I refined the program’s messaging and helped develop distinct modules for its various components. I led the creative direction for the program’s visual identity, modernizing the logo and designing a custom set of icons to represent each module across the website and marketing materials. To support our staff, I created a set of informative slides for backroom areas, ensuring team members could confidently explain the program’s benefits to customers. Additionally, I developed a comprehensive style guide and an asset library to maintain brand consistency across all touchpoints.

original loyalty creative