CLUB-g | loyalty concept - g-star
I defined CLUB-G as a brand-led loyalty platform that shifts G-STAR from points-based rewards to membership and belonging. Built the experience logic and a scalable visual system—principles, tone, artifacts, and templates—rolled out across web, CRM, social, paid, and in-store. Designed to live beyond launch through recurring mechanics that sustain engagement.
Past Projects
Main Narrative
Social
Logo
My Account
Homepage
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.