Case and Brief

After a major re-branding and repositioning in the indie footwear retail landscape, Tower London aims to renovate and relaunch their Loyalty program in order to retain customers.

The program is intended to reward converting customers with discounts and exclusive offers, while also encouraging them to keep shopping and participating in the community.

Tower wants a new look for the program to reflect the higher tier acquired by the retailer, while keeping it simple and easy to navigate for the customer.

The challenge

To provide a visually impactful style system, with hints to the origins of the brand rooting in the 80’s and 90’s.
To produce consistent assets for the main email communications, for the landing page on the brand website, and for the social launch of the initiative, so that users recognise the programme as integral part of the brand while being a separate, exclusive part of it.
To allow room for both images, copy and secondary information, so that members get the overarching message at first glance, across channels.