Loyalty Program Branding


myPerks (Giant Eagle)

myPerks is Giant Eagle’s customer loyalty program, designed to reward shoppers with savings on groceries and fuel through personalized offers and everyday purchases.


With millions of active users and touchpoints spanning in-store, digital, mobile, and advertising channels, the program required a cohesive brand system that could scale efficiently while remaining clear, engaging, and easy to understand.


Over four years, I played a key role in evolving and scaling the myPerks loyalty brand, helping shape a cohesive, flexible system that could adapt seamlessly across in-store, digital, and campaign experiences.


From seasonal promotions to everyday engagement, I developed a unified visual language designed to drive clarity, consistency, and customer connection at scale.

Defining Project Goals

The goal was to transform myPerks into a cohesive and scalable brand system capable of supporting high-volume, multi-channel campaigns.


This included refining the visual identity, establishing clear design standards, and creating flexible templates that could adapt to seasonal promotions, everyday messaging, and evolving business needs—while maintaining a consistent and recognizable brand experience.

Branding & Strategy

To evolve the myPerks brand into a scalable system, I focused on three core principles:


Clarity - Simplifying complex loyalty mechanics into intuitive, easy-to-understand visuals


Consistency - Creating a unified design system that ensures alignment across all channels and customer touchpoints


Flexibility - Designing modular components and templates that support rapid campaign execution while maintaining brand integrity

Scaling the System

The myPerks brand was built to scale—supporting everything from large seasonal campaigns to everyday promotional needs.


By establishing clear systems, templates, and guidelines, I enabled teams to produce consistent, high-quality creative across hundreds of touchpoints while reducing production time and maintaining brand integrity.

Iconography

A custom icon system was developed to support quick recognition and simplify communication across the loyalty experience.


Designed for clarity and scalability, the icons represent key actions and benefits—from earning and redeeming perks to shopping across categories—and are optimized for use across digital interfaces, signage, and print materials.

Color Palette

The color system was expanded to support a broader range of messaging while maintaining strong brand recognition.


A structured palette of core and secondary colors enables flexibility across seasonal campaigns and category-specific promotions, while ensuring consistency across all applications

Paid Advertising

The myPerks brand was designed to perform in a high-volume, fast-paced marketing environment.


I created flexible templates and design systems that enabled rapid production of daily and weekly promotions, digital ads, and personalized offers—ensuring consistency while allowing for speed and adaptability.


This approach supported ongoing campaign execution at scale, reinforcing brand recognition across every customer interaction.

Role & Contributions

  • Led the evolution of the myPerks brand across all customer touch points throughout multiple program changes


  • Conducted a brand audit to identify inconsistencies and opportunities for alignment


  • Developed a scalable design system including color, type, icons, and layout frameworks


  • Championed and developed brand guidelines to improve consistency across teams, channels, and campaigns


  • Designed cross-channel assets including signage, print, digital, web, email, and paid media


  • Established flexible templates to support high-volume, fast-paced campaign production

Impact & Results

Representative program and campaign outcomes during the evolution of the myPerks loyalty brand.


The myPerks loyalty program became a key driver of customer engagement and retention across Giant Eagle's digital and in-store ecosystem. As part of the team responsible for evolving and scaling the myPerks brand experience, the following results were achieved:


  • Exceeded enrollment goals by 50%, growing from a target of 1 million households to more than 1.5 million enrolled households through personalized engagement and coordinated loyalty marketing initiatives.


  • Increased shopping frequency among the least loyal customer segment by 3X, helping strengthen long-term customer engagement.


  • Achieved conversion rates exceeding 60% among previously non-loyalty shoppers following the rollout of updated branding, app experiences, iconography, and campaign initiatives.


  • Contributed to high-performing digital marketing campaigns, including a 2025 Black Friday promotional email that generated a 50% click-through rate—significantly exceeding typical campaign benchmarks.