Rebel Sport
Active Rewards Launch Activation
Agency / Dashing Group
/ Store Experience Audit
/ Creative Strategy & Art Direction
Challenge
Relaunching Rebel Sport’s loyalty program to communicate updated benefits and encourage new member sign-ups.
Delivery
/ Store Experience Audit
A comprehensive store audit at RCX Parramatta allowed me to map key customer touch points from exterior windows to the final point of sale.
I evaluated existing merchandising to determine where we needed visual cut-through, ensuring the new loyalty offering stood out clearly from standard retail messaging.
/ Creative Strategy and Art Direction
I divided the physical customer journey into three distinct zones, engineering a visual hierarchy that balanced aspirational, educational and action driven messaging. I then art directed the point-of-sale rollout with Dashing Group, heroing the new Rebel smiley face token as a highly ownable visual asset.
Finally, I established clear design principles to seamlessly transition the high energy launch phase into a subdued evergreen store presence.
By aligning the physical retail environment with the psychological journey of Rebel’s shoppers, I delivered a targeted VM creative strategy that successfully elevated its new loyalty program.
The strategic direction and clear messaging hierarchy cut through the retail clutter, seamlessly guiding customers from their initial transition into the store, all the way to the register. This cohesive approach effectively communicated the membership benefits and actively drove engagement.
Impact
