Brand Consultant, Chili Oil Enthusiast
& Employer Branding Expert
The Task
POOL unites various brands under one roof to offer loyalty customers exciting discounts. The bold objective from the POOL team was clear: launching a loyalty program for rejuvenating stationary shopping, and targeting a skeptical, digitally-driven audience. Our challenge lay in bringing a brand to life that mostly exists within partner ecosystems and channels and at the same time creating a brand identity that not only blends seamlessly but also stands out in the market landscape.
My Role
As the Key Account Manager, I was responsible for overseeing the client relationship and managing stakeholders. Additionally I was responsible for the Strategy in the initial Branding project as well as giving strategic direction througout the brand building process. Working closely with the Lead Designer, I offered guidance for the creative execution to ensure optimal outcomes for the project.
The Execution
Our collaboration with POOL started by steering its market launch, covering the realms of naming, brand strategy, tone of voice guide, visual design, and communication templates for the initial campaign. Post our brand workshop which marked the beginning of the brand strategy process, the loyalty program's mission became clear: POOL aims to refresh your shopping - not only with discounts but enhancing the whole experience with gamified missions, inspiration and individualized offerings. Positioned as a youthful disrupter in loyalty programs, POOL's character and visual identity needed to align with its market ambitions. Therefore our creative strategy resulted in a playful yet impactful inflatable 3D world, tied to the symbolic associations of the name 'POOL'.
To ensure communication flexibility, we defined a boldness spectrum – ranging between rather reserved within partner networks and more vibrant when standalone.
Over two years, we curated POOL's brand ecosystem further, fostering growth across digital, point-of-sale, and even its first own channel: a gamified website.
Shoutout
Special thanks to Akim Sämmer (Design Lead for POOL) for providing me with the mockups.
A playful deep dive into the refreshing world of POOL
As key asset of one of the POOL campaigns, we came up with it's first own channel - a gamified campaign landing page which invites users to get immersed in the brand world and interact playfully.