Program Brand Identity

When Gap Inc. asked us to help them launch a new customer loyalty initiative, we sought to set it apart from a points, perks and the “spend more, get more” model. After extensive research and customer testing, we discovered an interesting opportunity: rewarding engagement, not dollars spent, could actually drive interest and enrollment. By infusing the act of shopping with joy, the allure of a carefree, fun retail experience could far outclass the notion of an elusive or hard-won VIP status.

Based on our key insights, we named the program Embark to deliberately evoke a spirit of freedom, adventure and delight. We crafted a complete brand and messaging strategy to help launch the program in select Banana Republic stores.