I had the opportunity to be one of the designers to help create the brand look for Banana Republic's new loyalty program. Drawing from BR's heritage catalogues and design aesthetics, we developed the program to evoke the idea of adventure and the journey of building rewards. The whole execution went through several phases and generated hundreds of assets in digital and print form.
BR Rewards cardmembers have two tiers: Enthusiasts and Icon (gold and black card respectively); I got to work with Barclays to develop both. Through user research from the previous card design we found that the black card was very well established as being the more established look for a higher tier card, so we kept that convention but updated the look to tie in with the rest of the campaign. The resulting design works cohesively with the rest of the campagin as well as stand out amongst the other Gap Inc. sister brands who all have their own credit card designs.
