Club R by Rakuten
Creative direction, strategy.
Rakuten Germany created their loyalty program end of 2017 named Club Rakuten. By 2019, they requested a re-branding to allign better with the other Rakuten sister companies and also to align to the new business model of the cash back system.
To create the initial brief, we used a Kantar research to find the value proposition. For the German market, we needed to do something to the point, precise and easy to understand, since there are already other loyalty programs in the market like payback.
My role was the creative direction for the messaging and creatives, alongside the new creative guidelines and website design implementation throughout product design with the UI designers and developers.