Role: Creative Director
Brief: Develop a visual identity system for the first multi retailer loyalty program in the US, Plenti. The partners are: At&t, Exxon Mobil, Macy's, Nationwide, Rite Aid, Hulu, Direct Energy and Enterprise. It must be strong in communications large and small, work within every partner's visual identity system, stores and digital experiences, symbolize a rapid collection of points, the coming together of many national brands while appealing to the demographic of household CFOs with a voice that was both trustworthy and joyful.
Solution: The flock. A graphic motif of many sized, multi colored arrows moving in the same direction that symbolizes the many partners coming together, the rapid accrual of points across those partners, the organic way the card and program fits into the user's life, and the many millions of users that make this program successful. The logo grounds the colorful system, uses a weight that brings authority and credibility to the program and with the double arrow becomes the smallest expression of the brand possible.
This system was developed from naming through visual identity implementation. This project spanned 3 years, and after developing the branding our client partnership continued to include everything from creating presentations that attracted partners to large experience based events at locations on the east coast to working hands-on with digital and tactical retail agencies for the best brand expression possible universally.
