The AthletaCard Branding Project
In 2015 Athleta launched the AthletaCard and Athleta Visa Card – a customer retention/reward program with its roots in the already successful Gap family of credit cards. This was a first for Athleta, and the challenge was to create a credit card and identity system that would work nicely with Athleta’s already established brand design across all channels.
I had the opportunity to take the creative lead on this project, working with Athleta’s in-house CRM Marketing Team and Retail Design Team. We started with the credit card design and a style guide and used these pieces to invent and inform the multi-channel elements that came later.
This project is ongoing. We continue to update and refine the AthletaCard’s branded look. I get the opportunity to work closely with Athleta’s Marketing Team to deliver seasonal promotions and incentives.
This project is a great example of how I work as a creative partner, by tackling big projects that fall outside the capacity of in-house creative teams. I happily fill that space between a freelancer and an agency – making everyone’s life easier, saving money and producing great work.