Loyal Patron represents a very unique type of loyalty solution in the Loyalty market — providing customized memberships and promotions from local businesses across select cities within the United States and Canada. These memberships/promotions unlock exclusive benefits and extraordinary value. In contrast to ‘daily deals’ offering steep discounts for one particular purchase or visit, Loyal Patron solutions are designed with frequency in mind to encourage customers to come back to businesses repeatedly throughout the membership or promotion cycle.
LP did not have a brand when they approached Ritual Labs. However, their competitors had very strong brands. Loyal Patron had inside a of a year to gain their market.
Loyal Patron’s primary target markets: retail merchants, restaurants and other frequently trafficked locations who already have a database and good customer following. And, individual patrons themselves who visit the aforementioned retailers. This group is composed of consumers living within commutable distance of a participating merchant and eligible to buy a membership. Key value prop is the savings and money consumers will save long-term throughout a membership or promotions cycle. The final target audience comprises individual resellers / distributors who have been recruited and trained to bring LPMS to market in the distributor’s home market.
Approach: I started with wireframes to work through LP’s most important 4 landing pages. Patrons/homepage, Agents/ISO, Business Owners and About LP. It was also important to begin to position Loyal Patron with unique messaging. I remained focused on design and pulled in a fantastic copy writer to work with us in the branding process.
While competitors were gaining access of youthful, hipster audiences as well as families and professionals, research showed that LP had a nice edge on the luxury minded demographic. The Lexus vs. Beetle audience. Patron Tequila is a deeply embedded brand that LP would easily bring about subconscious associations. The first design demonstrates the style you might feel in a VIP room or wealthy office. Comfortable earth colors with forms that flow out vs. being static. Affordances ranges were in the slideshow. An important marketing vehicle for LP.
The team at LP however, still wanted to compete in the millennium competitive markets. They chose the logo and site design with the color bar. This design is a fresh and kinesthetic brand expression of the cost savings and accumulation of bars of wealth by using the Loyal Patron solution.
Adam Miller: CEO
Niya Sisk: Creative director & designer (logo design and brand strategy, research and design)
Hilary Parker: Copywriter
Justin Souter: DB Developer
Mike Meechan: Developer
To see this brand in action go to LOYAL PATRON