Membership Relaunch
I was approached by stakeholders to be the main creative lead when it came to the relaunch of Central Co-op's membership proposition.
The scheme had been unchanged for over 20 years and the new proposal was to be the first of it's kind in the UK, straying away from collecting 'points' but instead collecting instant Reward ££s that can be spent at any time.
As this was such a new and different approach to membership I was allowed true creative freedom, whilst this was an intimidating challenge I truly enjoyed being able to think outside the box when coming up with concepts.
Stage 01
The purpose of the visuals for this project was to promote the new app being built, advertise what it means to be a member and try to explain the new concept of Reward ££s to both current and new members.
As a starting point I built upon the current branding for membership that utilised hexagonal shapes, pairing it with photography that reflected membership.
Whilst an improvement, I felt the creative could be pushed further broaden the appeal.
Stage 02
Illustrations
For my next approach I decided on creating a campaign based on adapting known idioms to reflect the many aspects of the membership scheme, from earning reward ££s to having a vote and a say in how the society is run.
This started as applying these adapted idioms to lifestyle photography, but I decided to branch out and try out creating some custom illustrations to help playfully represent the hidden meanings.
Whilst these never unfortunately passed the initial concept stage, I'm happy with the style I presented and how it could be applied to different mediums.
Stage 03
Mascots
A request from the stakeholders from this project was the creative option that featured some form of mascot. This was due to the majority of European co-ops that adopted the same membership having some form of character for their marketing.
For my take on mascots I led with the phrase 'in for a penny, in for a pound' as in order to be a member you need to contribute £1 but in exchange you will earn pounds afterwards in savings. Hence the characters named 'Penny' & 'Pound', I also wanted to utilise the rounder branding we already used and I appreciated when they were featured together they resemble the linking oo's in Central Co-op's logo.
Development
When presented this was the preferred option for further development into a marketing suite for stores.
I was able to utilise Penny & Pound to highlight different aspects of the new Membership proposition so they could not only draw the eye on all visuals but also act as an engaging mechanic that customers could see around the store to give them more information.
Also due to the concern with legibility on the brands spring green the colours were swapped out to use white instead.
