Neighborhood Nosh
BRAND IDENTITY, PROGRAM LAUNCH, & MULTI-CHANNEL CAMPAIGN – MADE WITH REWARDS NETWORK
TL;DR
Rejuvenated an aging dining rewards program with the "Operation Phoenix" rebrand, targeting tech-savvy Millennials and Gen Zs. The result is Neighborhood Nosh, a vibrant and engaging brand that injected new life into dining loyalty programs.
RESPONSIBILITIES
UX Strategy, Creative Direction, User Testing, Design Thinking, Web Design, Design System, Development Handover, Market Research, Legal & Trademark Research
TEAM
1x UX Designer
1x Visual Designer
1x Product Managers
1x Email Developer
1x Product Developers
TIMELINE
2-3 Months
We embarked on the task of revamping our aging dining rewards program with a fresh brand. Our goal was to attract new members, keep existing ones engaged, and enhance the profitability and user-friendliness of our website.
Our target audience included tech-savvy Millennials and early Gen Zs, while also catering to our loyal 55+ customers from the previous iDine brand.
We launched "Operation Phoenix," delving into market research and collaborating closely with the consumer business team. Key values like Vibrancy, Reliability, Friendly vibes, Excitement, and Generosity became our focal points. We crafted a catchy brand name, a modern look, and a friendly persona. Additionally, we developed an intuitive web app for finding restaurants and maintained communication through email and social media.
The outcome was the launch of the Neighborhood Nosh brand, characterized by a lively and attention-grabbing visual style, coupled with a user-friendly design, injecting a vibrant spirit into the dining loyalty scene.
Our journey began with a deep dive into the brand's essence, working closely with the consumer business team. We explored numerous ideas, honing in on the brand's personality and values. From these sessions, we distilled five brand concepts into one.
To ensure success, we conducted thorough market research, analyzing competitors and target audiences. Armed with insights, we crafted a visually captivating product and platform. We refined the chosen concept to embody the program's values. The final brand was unveiled to the company executives, and then the nation, launching in Spring of 2021.
Our unwavering goal: to communicate the program's uniqueness through design. The result? A modern design with an engaging interface, creating an immersive user journey. Every touchpoint, from the website to emails and launch materials, was meticulously crafted to resonate with and elevate the brand.
Email was key for engaging members on the launch of the Nosh dining program. It kept the launch top of mind for new members and existing iDine audiences. Different brand voice approaches were discussed, both to push the playful aspect of the language and to determine when it would be appropriate and organic to use puns related to "nosh."
Design system standards were created for all brands' digital experiences, streamlining the initial phases of digital designs. Creative liberties were also taken to push the brand expression on promotions and campaigns beyond the scaled marketing efforts of the 16 managed programs.
We also created branded videos for member acquisition and social ads. We launched the brand to entice current members and prospects with rewards for dining out. The 'How it Works' explainer videos and social ads showcased the new program and its benefits, while also driving awareness and acquisition. The dynamic aspect of motion graphics brought the brand to life in a playful and visually interesting way, while helping to explain the program details quickly and concisely.
This journey marked my foray into creating a national consumer brand, collaborating closely with business teams to name it Neighborhood Nosh, a moment of profound impact. The vibrant launch drew in new members, offering a seamless user experience that elevated the dining loyalty market. The brand's playful nature and cash-back rewards delighted foodies, and as it evolves, the possibilities remain as endless as culinary exploration.