Breathing new life into The Telegraph’s loyalty programme.
CHALLENGE
The Telegraph’s loyalty programme, offers exclusive discounts, competitions and events. Readers who regularly engage with it are more likely to renew their subscription, making it a key asset for a subscription-led business. Yet its outdated branding left many subscribers unaware — a great potential still untapped. OPPORTUNITY
Increase awareness of the programme and simplify the layout to reduce production time for each ad. Drawing on the broader creative approach — giving the brand’s heritage a contemporary feel — we created an elegant design that could reflect the quality of the benefits and stand out amid editorial and branded content.
MY ROLE
Senior Designer responsible for the creative output across all subscription, loyalty and partnership initiatives. I redefined the visual and verbal language for each area while supporting and mentoring the marketing design team.
IMPACT
The redesign was well received by stakeholders and subscribers alike. The initiative delivered a +57% YoY on unique website visitors, a +23% in monthly engagement, 500k actions taken by subscribers, and a 63% reduction in costs for the business.
2019–20Team: Andrea Montanari (lead), Peter Exley (copy), Marcus Moody (design), James England (video).