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BRANDING + STRATEGY + CREATIVE

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Identity Membership and Rewards

When our clients asked us to rethink what their loyalty program could be, I built a team to revamp the program’s voice, messaging, visual tone, and strategy for framing benefits. 

Our team crafted a cheeky voice based on The Cosmopolitan’s unique point of view and a new tagline, Let the Other You Play, which invites guests to lean into their playful side with all the benefits they get as a member of the club. We also developed a unique look like no other program on The Strip that’s both striking and whimsical.

Our goal was to give guests different ways to experience the resort as they level up their membership. As a Velvet cardholder you get the latest insider information, while at Sterling, you get access to exclusive events. By the time you’re at Gold and Platinum, you’re treated like royalty. The best thing about the program? You get rewarded for whatever it is you love doing be it dining, gaming, or even a night dancing at the club. Everything counts when you unleash your playful side with Identity Membership and Rewards.

Role

Creative Director 

Executive Creative Director

Matt Marcus

Copy

Jack Dess
Annie Egan

Design

Mike Wilgus
Damon Shuler

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CREATIVE EXPRESSIONS

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STRATEGY AND CONTENT EXCERPT