Web · App · Lifecycle — QSR · Retail
QSR scale, brand fidelity
Subway
Web, app and lifecycle comms behind a national rewards programme.
Subway / 33
Scope
- Loyalty-led hero modules
- Offer landing pages
- iPad merchandising
- In-app banners & push
- Lifecycle email templates
Web design, app and rewards comms for Subway — building the merchandising surfaces that sit behind the offer programme. The work covers loyalty-led web modules, in-app notifications and the lifecycle email programme that anchors the rewards calendar.
Subway — Web · App · Lifecycle
Category
QSR · Retail
Surfaces
Web · iPad · in-app push · email
Programme
Rewards & offer cadence
01
The brief
Using Subway's existing brand identity, I worked alongside the team to create digital assets and collateral for the brand — the merchandising surfaces behind the offer and rewards programme, covering web modules, in-app comms and email.
The brief — Subway
02
Offer architecture first
Fast food promotion lives and dies on hierarchy: the offer, the qualifier and the action need to be legible in a second. Layouts were designed around that order first, with brand styling applied on top rather than the other way round.
A QSR programme also has to merchandise a constant offer calendar without every message reading as a permanent discount blast, so brand fidelity had to survive the highest-cadence surfaces a customer touches.
Offer architecture first — Subway
03
Delivered
Output
- Loyalty-led web hero modules and offer landing pages
- Get-started flow
- iPad merchandising screens
- In-app banners and push notification artwork, including double-points moments
- Lifecycle email templates and rewards programme sends
04
Outcome
A connected web, app and email programme running off one merchandising calendar — so the rewards cadence can move at pace without losing brand fidelity on the page, in the inbox or on the lock screen.
Digital design working alongside Subway's in-house team on the rewards and offer programme.
The outcome
- 01A connected web, app and email programme on one merchandising calendar.
- 02Brand fidelity held on the page, in the inbox and on the lock screen.
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