Brand Identity

About The Project

“ExtraCare” is CVS's loyalty program and was in need of an overhaul. As a retail program, it exists just outside of the brand’s health-focused purpose. Additionally, it encompasses a few other loyalty programs that were competing for attention. To distinguish each program and give “ExtraCare” its own unique look and feel, we used a strict system of logos, illustrations, photography, and more.

We used brand wheels to simplify how and when to use elements and color. We used strict color pallettes to keep the photography in the same family.

Beauty club used floods of black, flatlays, fashion photography, and a pallette that was adaptable to trends.

Each program had its own unqiue offer dot style.