We set out to transform a standard “earn & burn” points program into a connected, personalized experience designed to build lasting brand love. The outcome was a holistic redesign of the program, spanning naming, voice framework, graphic systems and custom photography. If you’re scanning for results, the Rewards CRM program grew +31% YoY under my program redesign of the full customer journey brand program. Expanded global reach by $7.5M+, driving 80% of brand revenue for a $1.5B portfolio, and won Newsweek’s ‘America’s Best Loyalty Program’ ‘21-22’.
My measure of success? When a golden pizza and its matching El Camino gets executive approval as the visual vehicle for delivering reward benefits.
Hollister Rewards Program
Program positioning
The Rewards design system was designed for scale and adaptability, supporting a growing portfolio of brands while delivering a premium, hype-worthy customer experience through immersive, campaign-led narratives.
Branded elements
We created a bespoke iconography system to bring each benefit to life, supported by a full suite of extended graphics that elevate creative layouts. Animated icon states were built into a shared elements library, enabling dynamic, cross-channel storytelling.
Style guide direction highlights
Customer journey & trigger programs
A snapshot of the 30+ branded email systems developed to align with the broader brand framework.
