A Total Reinvention of Loyalty
Rebranded Walgreens master brand and simultaneously introduced myWalgreens—a total reinvention of the retailer's long-standing loyalty program (formerly Balance Rewards).
The Generous Citizen
Gregarious. Smart. Committed. If Walgreens were a person, this would be their personality. We strategically repositioned the Walgreens brand to a territory internally called "The Generous Citizen" which influenced tone of voice, video treatments and photography style for all content.
Logo refresh—But, all you did was connect the “g” and the “r”?
Yeah, that is all we did to refine this iconic logo. A brand that is all about community and connection couldn’t have a disconnected mark.
Photo and video treatments now emulated the refined brand personality.
Launched this brand expression with an all new loyalty program called myWalgreens (formerly Balance Rewards). I led teams to develop the program name, lockup, messaging hierarchy and design system.
We also simplified the color palette and rolled it out to all in-store and online touchpoint.
A rebrand means nothing if you don’t fundamentally change the way you behave. This was more than a logo and colors. Walgreens provided customers timely, personal and meaningful resources to help them navigate uncertain times as the global pandemic unfolded.
Curbside Pickup
Improved App
Personalized Content
These new convenience programs rolled out in less than 12 months thanks to agile transformation adopted by those in the organization that were committed to quickly helping customers as the pandemic rapidly unfolded.
Group Creative Director: Cari Gunsburg
Creative Director: Cali Zumdahl, Mark Furguson, Stefan Clark
Sr. Copywriter: Lauren Joselane
Agency Partners: Ogilvy, Design Bridge, Turner Duckworth
Behind the Camera: Christa Renee