Give a Flybuys
Role
Digital Design Lead
Year
2021
Project
Give a Flybuys
Organisation
Flybuys
Flybuys is Australia’s most loved loyalty program, with 8.6 million active members representing up to two-thirds of the country’s households and has been around since 1994. Whilst it had a long-standing loyalty from a large base of members, Flybuys recognised a generation gap of those who were yet to join and engage with Flybuys to get more out of their everyday shopping.
This rebranding project labelled 'Give a Flybuys' was designed to position Flybuys as relevant to a younger, savvy generation of shoppers under 35. It embraced the ethos of 'savvy as the new sexy' and visually encompassed a playful, bold and cheeky tone. The above TVC created by Che Proximity served as the centrepiece for the brand repositioning.
Translating strategy into engaging visuals
Collaborating with the designers at Che Proximity, I worked closely with the Flybuys Creative Director to translate this new brand positioning into engaging digital assets and a library of brand assets for the Creative Team to utilise. New, vibrant colours replaced the traditional palette, injecting energy and modernity into the brand’s aesthetic. New typography and graphic stickers were also introduced to bring a fun and youthful feel to both digital and traditional communications.
Integration with partner communications
Careful consideration was given to integrating the new Flybuys branding into partner communications to ensure a blend of the updated brand personality with each partner’s unique identity. The goal was to inject the savvy, cheeky, and authentic tone introduced during the repositioning, without overshadowing the partner’s creative direction. By balancing the new visual elements—such as vibrant colors, playful typography, and graphic stickers—with the partner’s established look and feel, we were able to create cohesive and engaging communications that resonated with the target audience while maintaining the integrity of both Flybuys and its partners.
Reaching the next generation
Within the first four months of the campaign launch, Flybuys saw a 25% increase in sign-ups, resulting in 113,000 new members, a clear indication of the repositioning’s success in resonating with a younger audience.
Embracing a fresh identity for future campaigns
With the introduction of the new colors, stickers, and typography developed for "Give a Flybuys," the Creative Team successfully integrated the refreshed brand identity into various digital assets. This cohesive visual language not only enhances brand recognition but also sets a strong foundation for future campaigns, allowing for greater flexibility and creativity in our marketing efforts. The new elements empower the team to create engaging and impactful communications that resonate with our target audience.
Role
Design lead on the Give a Flybuys project — rolling out creative made for the TVC across all digital channels (email, web, app, social and display).
Providing creative direction to the team on how to integrate designs within partner communications.
Created brand and digital guidelines for internal and external stakeholders to uphold the new branding strategy.
Collaborated with the creative design team on how to redesign assets in market with the new, refreshed brand assets.
Developing design libraries for team-wide adoption.
Results
Brand repositioning Flybuys saw a 25% increase in sign-ups, which translates to 113k new members.
Email campaigns tested with a higher satisfaction rate when questioned on appeal and engagement.