NOT JUST ANOTHER LOYALTY PROGRAM
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. We wanted to revolutionize the market. To move away from discount-based incentives while still providing a compelling reason to shop the brand.
DON'T SPEND MORE. DO MORE.
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.
CAPTURING THE BRAND ESSENCE
Based on our key insights, we named the program Embark to deliberately evoke a spirit of freedom, adventure and delight. Then we paired it with the tagline, “Shop without bounds”, to further support the program’s core ideals.
Building to scale
We then crafted a complete brand and messaging strategy to help launch the program in select Banana Republic stores. Everything was designed to have the flexibility to scale geographically across Gap Inc.’s other brands, including Old Navy and Gap.
Completing the collection
Developing the Embark brand was a
comprehensive creative effort, from naming
more than 50 programmatic elements to
determining color palettes, photography
and pattern usage. We concepted all of the
in-store collateral, developed a series of multi-
day launch events, promotional materials and
social campaigns, designed the brand landing
page and a complete set of email assets—
even created a style guide to help inform
future creative deliverables.
comprehensive creative effort, from naming
more than 50 programmatic elements to
determining color palettes, photography
and pattern usage. We concepted all of the
in-store collateral, developed a series of multi-
day launch events, promotional materials and
social campaigns, designed the brand landing
page and a complete set of email assets—
even created a style guide to help inform
future creative deliverables.
Turning heads
Embark launched on June 17, 2014 in select markets,
enrolling 1,300 people in its first three days.
enrolling 1,300 people in its first three days.
