When I co-led the winning pitch for my John Lewis, it was to launch something far beyond your run-of-the-mill loyalty program. Instead of the usual points and prizes, this card is designed to enhance the relationship between the brand and its customers in much more personal, data-savvy ways.
The more customers use the card, the more John Lewis is able to understand their shopping behaviour, and reward them with exclusive previews, offers and events specially selected for them. Careful to present this value exchange transparently yet positively, we crafted launch collateral including the card, a welcome pack, point-of-sale posters and leaflets, plus direct mail and emails, all under my strapline 'Inviting you in'.
The line refers to the shop as a physical space, but also suggests a more intimate relationship with this much-loved brand. It works for the launch campaign and beyond, helping to drive frequency as the program continues to evolve.
We developed a bespoke photographic style to work with the strapline. Inspired by reportage and lifestyle photography, our shots capture authentic-looking real-life moments. An intimate detail, not a staged story, full of natural light and quite literally inviting you in. The art direction subtly echoes the logo's circle and features a modern, gender-neutral colour palette, fitting in with masterbrand's carefully considered aesthetic whilst carving out a distinct look and feel for my John Lewis.
Members of my John Lewis enjoy exclusive previews, so we also produced beautiful seasonal magazines and microsites giving members a sneak peak at the latest shoots and trends.