ABOUT

CHALLENGE:
Heinz Ketchup had no direct relationship with its end consumers. All loyalty and engagement tools were retailer-owned, leaving Heinz without first-party data, brand intimacy, or a space to reward its most passionate fans. The brand needed its own loyalty ecosystem — one that felt as bold and iconic as the product itself. That's why I designed a Loyalty Club (CRM) for Ketchup Heinz. A Club with its own property. A Club but with K.

IDEA:
Launch KLUB — a members-only CRM platform where the K of Ketchup becomes a creative obsession. The letter K is not just a logo device; it´s the system. It shapes the grid, drives the typographic hierarchy, appears as a recurring motif in UI components and gives the platform an unmistakable character. Belonging to the KLUB means belonging to the world of Heinz — rewarded, recognised, and a little fanatical. Almost freak.

MY CONTRIBUTION - CREATIVE DIRECTOR:
As Creative Director, I led the full creative design of KLUB — from strategic concept through to the complete visual and UX system. My contribution covered:
-K as the design engine: I established the K motif as the backbone of the visual identity, applied consistently across naming, logomark, iconography, UI patterns, and copywriting tone. Every touchpoint asks: does this feel like KLUB?
-CRM experience design: I directed the information architecture and visual language of the loyalty platform — member tiers, reward mechanics, personalised communications, and dashboard UI — ensuring both brand consistency and conversion clarity.
-Creative system: I built the design system from scratch, defining colour (Heinz red anchored throughout), typography, motion principles, and component libraries — all shaped by the K aesthetic and optimised for digital-first delivery.