Increased customer engagement by X0%

Eddie Bauer Adventure Rewards

The customer loyalty program relaunch was Eddie Bauer's largest omni-channel campaign of the fiscal year, aimed at reigniting excitement, boosting engagement among existing members, and attracting new ones.

Strategy
Program identity systems design
Omni-channel creative direction & visual design

The challenge

Eddie Bauer had an existing customer loyalty program that, despite offering valuable benefits, was underperforming in terms of engagement and member acquisition. Feedback from members revealed that the program felt complex and difficult to understand, with many of its best benefits going unnoticed.

The goal was clear: simplify the program, communicate the benefits more effectively, and re-engage both current and potential members with a fresh, exciting experience.

Program identity creative considerations

Program simplification:

To help simplify the loyalty program, Eddie Bauer reduced the earning tiers from four to three, with each tier offering a unique set of benefits.

Brand positioning:

At the time of the program relaunch, Eddie Bauer was reinforcing its position as the leading active outdoor brand for all, so the new Adventure Rewards identity had to reflect that vision in a modern way.

Versatility:

The loyalty program relaunch was the largest omni-channel campaign of the fiscal year, making it vital for the identity mark to prioritize simplicity and scalability for effective use across both digital and print platforms.

To create the new Adventure Rewards identity that was clean, simple, and modern, I began with an underlying grid system to guide the placement of key elements and ensure a cohesive visual connection between the multiple tiers.

Tier 3 triangle

I started with the top tier as that established the overall height of the identity mark. The asymmetrical peak placement was established by leveraging the golden ratio of the triangle base to determine the x & y coordinates.

Tier 1 triangle

I then created the base tier as that helped determine the optimal placement for the remaining tier.

Width: Matches that of the Tier 3 triangle

Y coordinate: Determined by the intersecting lines closest to the midheight of the Tier 3 triangle

X coordinate: Aligned with that of the Tier 3 triangle

Tier 2 triangle

Width: Matches that of the Tier 3 triangle

Y coordinate: Determined by the intersecting lines closest to the midpoint between Tier 1 & 3 triangle peaks

X coordinates: Aligned with that of the Tier 1 & 3 triangles and using the golden ratio formula to determine the peak coordinate

Color

Each of the three tiers were assigned a signature color, serving as a visual cue for communicating tier-specific benefits across both digital and print deliverables.

Putting it all together

Why it works:

Clean, simple, and modern.
Although each tier is distinct, they all work together harmoniously to create a unified visual identity.
The varying heights of the tiers symbolize the progression of program benefits as customers increase their engagement.
The mountain symbolism reinforces the outdoors as a core element of Eddie Bauer’s brand DNA.

Program identity typography considerations

Unique & fresh:

Feedback from existing Adventure Rewards members highlighted negative associations like complex, difficult, and overwhelming. To address this from a visual standpoint, we needed a font that felt friendly and approachable, while also signaling that the loyalty program had been refreshed with new and exciting changes.

Brand integration:

The task was to introduce a new primary font for the Adventure Rewards relaunch campaign. Given the scale of the omni-channel integration, the new font had to pair seamlessly with the existing Eddie Bauer brand font, Interstate.

Following a few rounds of font explorations, we narrowed down to three fonts:

And the winner was …

Bree Serif was chosen for both our logotype and program headline font for several key reasons:

The thick strokes and blocky serifs command attention, making it perfect for impactful headlines.
Slab serifs strike a balance between traditional and modern aesthetics. Pairing a refined sans serif with the mountain brandmark felt too sterile and lacked the approachability we wanted, while Bree Serif offered just the right mix.
With 12 weights and both uppercase and lowercase characters, Bree Serif provided the flexibility needed for a broad omni-channel rollout.