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Creative Concept Development: Loyalty Program Identity & Positioning
Date
2016
Project type
brand strategy, creative concepting, positioning, loyalty program
Role
Brand Strategy, Creative Concepting, Strategic Positioning, Executive Pitch, Creative Development
Project type
Brand Strategy, Concepts & Positioning, Creative Development, Loyalty Marketing
The Brief:
In preparation for the development of Bath & Body Works’ first-ever loyalty program, the brand needed three distinct creative concepts to explore how a loyalty experience could feel differentiated, delightful and deeply on-brand. Each concept needed to strike a unique emotional tone while aligning with the brand’s heritage, fan culture and fragrance-first identity.
The Approach:
I led the development of three fully articulated creative territories — each one personifying a different facet of the Bath & Body Works customer experience through voice, visuals, tone and loyalty positioning:
KATE: A nostalgic, editorial-inspired concept that cast the brand as a modern heritage icon. Designed to feel like your charming, fragrance-obsessed best friend with impeccable taste in gingham and gift wrap.
BESTIES: A bold, emoji-filled celebration of 24/7 fun and fragrance fandom. This version of the loyalty program felt like a BFF group chat meets confetti cannon — bright, social and irresistibly shareable.
THE LOVE CLUB: A fan-forward, heart-filled platform designed for the ultimate B&BW insiders. With a wink to PINK Nation, this concept emphasized gamification, social validation and membership pride — with “HEARTS = FREE PRODUCT” at the core.
Each platform was brought to life through moodboards, messaging, lifestyle cues and brand personality articulation — helping guide the internal team toward a loyalty identity that felt both strategic and joyful.
The Outcome:
These creative territories informed the development of the brand’s loyalty final experience and laid the groundwork for future fan engagement strategy. They also provided a roadmap for tone, content and campaign alignment across channels — from app design to in-store rewards communication.
