CLUB-g loyalty concept - g-star
Revamp of G-STAR’s loyalty program. Creating a cultural movement inspired by club life, shifting from transactions to exclusivity and belonging. Concept direction used nightlife-inspired visuals and branded artifacts across digital, CRM, and in-store touch points, offering members VIP-style perks and early access.
The concept rolled out across all key channels: website, CRM, social and paid media, supported by photography, video, banners and tone of voice that captures the energy of G-STAR’s world. A monthly giveaway keeps that spirit alive year-round, turning CLUB-G from a loyalty program into a lifestyle community.
Concept & creative direction, Art Direction, Experience Direction.
ADE GIWEAWAY
To grow CLUB-G’s G loyalty platform, we created a campaign that turns membership into access. During the Amsterdam Dance Event, a lottery offered premium experiences, ranging from a Michelin-starred dinner to a two-night stay in an exclusive hotel, reflecting G-Star’s raw-meets-refined DNA. A monthly giveaway keeps that energy alive year-round, making CLUB-G feel less like a program and more like belonging to the brand’s inner circle.