A new loyalty program, two tiers, one clear system.
CVS, with its vast loyalty membership base, consolidated three programs into two tiers: ExtraCare and ExtraCare Plus. The new offering needed a brand that could represent both tiers. The design challenge was to visually distinguish a free tier from a paid one without creating a sense of separation between the two.
Distinct enough to choose, close enough to trust.
I focused the system on a single idea: one mirror, two expressions. ExtraCare and ExtraCare Plus share a visual language, connected to each other and to CVS, but each tier owns three distinct differences that signal where it sits.
The program reads as a family and offers two clear choices. It rolled out to 74M+ ExtraCare and 6.5M+ ExtraCare Plus members, driving a lift in tier enrollment.
Studio | Heart Haus - CVS Health
Executive Director | Russ Meyer
Creative Director | Chris Lehmann
Senior Designer | Zach Janszen, Evan Boisvert
Designer | Charmaine Rodriguez, Alister Alarva
Color
ExtraCare is built on CVS’s white and red palette with bright secondary colors. ExtraCare+ offers a premium black and green palette.
Graphic Elements
ExtraCare features heart art, the enterprise-wide asset used across CVS. ExtraCare+ introduces a unique plus supergraphic.
Pattern
ExtraCare repeats the wordmark in a simple pattern using secondary colors. ExtraCare+ uses a range of pluses, single-color graphics, transparent overlays, gradients, and a grid with product and people photography.
Launch sizzle reel.
A sizzle reel was created and played at a company wide Town Hall for the launch and announcement of the new loyalty program.
Extracare Touchpoints
A robust guideline and toolkit was developed.
Collaborating with our internal marketing partners, we developed a comprehensive set of guidelines that encompassed brand guidance, messaging, marketing materials, consumer profiles, and shopping habits.
I consolidated all the diverse content sources into a coherent structure across teams, synthesizing everything into a unified strategy and document.
Extracare+ Touchpoints
