Smashbox Unfiltered Rewards

Loyalty unfiltered.

One of the strategic goals of the latest Smashbox website overhaul was to revamp the loyalty program. Our idea was to rebrand the program, previously called Smashcash, into something that felt like an exclusive underground club. Loyalty program branding identities often feel like afterthoughts, usually just recycling existing brand elements. Starting with the new Unfiltered Rewards logo, we gave the program it's own unique, backstage rock and roll vibe.

Project Type
Branding
Loyalty Marketing
UX Design

Client
Smashbox Cosmetics
Estée Lauder Companies

Role
Design Director

Logo

When designing this identity we were inspired by the same on-set studio cues as the main Smashbox brand was, but we took it a step further. We infused tactile elements of 90's alternative rock and backstage gear. We came up with a unique hand made logo in the vain of something you'd see stenciled on a rock band's travel case.

Rewards Graphic Treatments

The rewards tiers, different levels of status when a consumer aquired points, were named after levels of access to a concert or photo shoot. We gave each a unique color code which would be used to easily identify it in any site or marketing asset.

Application

When designing the Unfiltered Rewards assets and bringing the system to life, our objective was to incorporate hand made elements and textures where we could. We also wanted to include video that felt like a pirate TV station was taking over the usual Smashbox airwaves. Below is an example of a popup, animated to intrigue and attract the user while shopping the site.

Credits: Creative Director - Vinny Cresta / Senior Designer - Alex Goose / Designer - Erin Shorkend / Executive Director of E-Commerce - Anne Coelen / UX Design - Irene Lozano

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