CLUB-g | loyalty concept - g-star
G-STAR’s loyalty program needed to move beyond points and discounts. The challenge was to create a platform that felt culturally relevant and emotionally compelling, shifting loyalty from transaction to belonging.
I defined CLUB-G as a brand-led loyalty platform inspired by club culture: exclusive, invitation-driven, and rooted in community rather than reward mechanics. The concept reframed membership as access to the brand’s world, its culture, and its inner circle, positioning CLUB-G as a lifestyle extension rather than a traditional program.
A clear experience logic and visual language were established to translate this idea across all touchpoints. Nightlife-inspired cues, branded artefacts, and a distinct tone of voice created a recognisable CLUB-G identity that could scale across digital, CRM, and in-store environments while remaining coherent and flexible.
The platform launched across website, CRM, social and paid media, supported by photography and film that captured the energy of G-STAR’s world. To ensure long-term relevance, the system was designed to live beyond launch moments. A recurring monthly giveaway reinforces the sense of exclusivity and continuity, turning CLUB-G into an ongoing relationship rather than a campaign.
ADE Activation
Turning Membership into Access
Role: Concept definition, platform logic, creative direction
Scope: Loyalty platform, digital, CRM, retail, campaign activations
As a cultural proof point, among other activations, CLUB-G was activated during Amsterdam Dance Event through a lottery mechanic that translated loyalty into real-world experiences. Members gained access to premium rewards, from a Michelin-star dinner to an exclusive hotel stay — reflecting G-STAR’s raw-meets-refined DNA.
This activation demonstrated how the CLUB-G framework could flex into cultural moments without losing its core logic, reinforcing the idea of membership as belonging to the brand’s inner circle rather than participation in a promotion.