The Love Club
SCOPE
— Brand Identity Design
— Website Design
— Email Design
Refreshing Love Wellness’ loyalty experience to drive deeper customer engagement and retention.
As Design Lead, I spearheaded the visual refresh of Love Wellness’ loyalty program, The Love Club, reimagining its identity and digital experience to strengthen customer retention. I led the design of the full email ecosystem—including automated lifecycle flows, launch campaigns, ongoing monthly sends—ensuring a cohesive, conversion-focused rollout. Partnering cross-functionally across marketing, retention, and eCommerce, I helped bring the program to market on an accelerated timeline, delivering a balance of brand storytelling with performance-driven design.
Brand Identity Design
As part of a collaborative branding process, I developed several logo directions exploring distinct visual narratives. While another direction was ultimately selected for launch, this work represents my strategic and visual contributions to the brand development process.
Website Design
I led the mobile-first UI design of The Love Club landing page from wireframing through final execution in Figma. With a significantly expanded set of perks and program details, my goal was to create a clear, digestible experience that prioritized usability and guided customers through the value of membership. By keeping customer needs at the forefront of every design decision, the page directly supported retention goals and contributed to a 175% increase in loyalty signups within the first month of launch.
Email Design
I designed visually engaging emails for Love Wellness’s loyalty program, executing the CRM strategy across automated flows and campaign launches. This included Welcome and Transactional Flow emails, modular components, and segmented launch sends, all refreshed with new visuals, color schemes, icons, and GIFs to enhance engagement and drive retention. Each template presented loyalty program updates in bite-sized, digestible sections, ensuring messages were informative for new and returning customers without feeling overwhelming. While CTA buttons linked to additional program details, every email touchpoint delivered key information upfront, strengthening the customer experience and supporting email marketing goals.
