Redesign and simplification of ExtraCare
CVS boasts over 74 million loyalty members but faced confusion due to four distinct programs. As the creative director, I led the redesign of our loyalty program, launching the “A little something extra” campaign. To align with our new brand style, I organized a custom photoshoot to capture real families in genuine moments with our program. This vision resulted in a two-day shoot in Los Angeles with photographer Rennie Solis, producing authentic images that embody the ExtraCare brand and the experiences of our members.
