SHOES & SOX
FIT CLUB / CREATIVE STRATEGY
challenge.
After more than 20 years of using a traditional Frequent Buyer Card, Shoes & Sox needed a modern, digital-first loyalty program that felt fresh, functional, and distinctly us. The challenge was to create a brand and experience that not only rewarded parents but also celebrated kids. Keeping the tone fun, inclusive, and on-brand while delivering across multiple digital and retail touchpoints.
concept.
Fit Club. Little feet, big perks.
The creative direction centred around celebrating every perfectly fitted step in a child’s journey. I designed the full visual identity including the logo, illustrations, and animation style. Bringing warmth, playfulness, and personality to every touchpoint.
From there, I led the design and rollout across web, digital ads, and email communications, also executing the tone of voice through campaign and flow copy to create a cohesive, engaging brand experience.
impact.
Fit Club launched as a fresh, joy-filled loyalty experience that transformed a long-standing transactional program into a brand moment families could connect with. The creative united illustration, motion, and messaging to deliver a cohesive customer experience, driving engagement and loyalty sign-ups both online and in-store.
customer journey.
customer journey.
