Branding, loyalty and sales programme for T-Mobile.
Develop a sub-label within the T-Mobile brand structure for an existing loyalty programme.
For T-Mobile, this was the first sub-label to be developed, and the European house style police was closely involved in the process. The programme itself had to feel like a real treat to the T-Mobile members.
By making the logo illustrative, it was a powerful addition to the (typographic) T-Mobile house style, and we were able to depict the cheerful character of the Extra programme attractively. Furthermore, the system lent itself to thematic extension, with which Doornvogel’s in-house design department could create activities, newsletters and web site updates on a monthly basis.
It was a collaboration with Doornvogel, a loyalty specialist. I was responsible for concept, design direction, customer liaisons, developing visual language and design coaching.