Credit/Loyalty Refresh
As part of the rebrand of Macy’s as a whole, the Star Rewards credit loyalty program needed a refresh. The existing metallic gradient graphics were elegant but didn’t pass web accessibility standards and didn’t match the new warm and friendly tone Macy’s was going for. My team created an updated color palette and photography style that added some fun and vibrance to the program. Another huge win was streamlining our messaging. For years we spoke about earning percent-back on purchases. After a lot of consumer testing, we convinced the project stakeholders that switching to “earning points” was clearer and more customer-friendly. The resulting assets looked fresh and modern, and most importantly, boosted Star Rewards enrollment.
Role: Designer & Team Lead
