Loyalty Program Brand & Identity
SaltRiverRewards
Role
Creative Director, Lead Designer
Year
2023
Location
Casino Arizona & Talking Stick Resort
Type
Loyalty Program Brand & Identity
A modernized loyalty program visual identity designed to energize guest participation.
The Ask
With the rebrand and consolidation of our player loyalty programs across both Talking Stick Resort and Casino Arizona, the challenge was to develop a single rewards identity that felt elevated, intuitive, and seamlessly integrated into both brand environments. The new program needed to honor the heritage of the Salt River Pima-Maricopa Indian Community, communicate tier prestige, and signal a guest-forward upgrade in experience and service.
As Creative Manager, I led the visual identity and campaign design across all touchpoints — from tier card designs to signage, digital marketing, direct mail, and on-property promotions. I worked closely with executive leadership, loyalty operations, and database teams to ensure the visuals reflected the strategic vision and could scale across departments.
The Strategy
We positioned Salt River Rewards as the richest rewards program in the Valley, emphasizing its dual-property access, real-world value (hotel stays, dining, concert tickets), and a simplified guest experience. The campaign aimed to attract new signups while celebrating tiered loyalty, with messaging focused on indulgence, exclusivity, and personalized perks.
The Identity System
- Logo adapted from the shared brandmark of both properties, with new chrome and turquoise renderings to cue prestige
- Custom card layouts and textures to differentiate each tier level while maintaining cohesion
- Curated lifestyle shots of dining, spa, and luxury stays designed in-house to reflect reward redemption
- Metallics and sparkle to elevate the luxury tone without feeling overproduced
Deliverables
- Full campaign concept and key art
- Tier card naming, design, and production files
- Digital signage and casino display screens
- Resort collateral (flyers, menus, POP displays)
- Web banners, email headers, and landing pages
- Print advertising and player mailers
- Internal rollout decks and team training graphics
The Impact
Salt River Rewards is now the cornerstone of our guest retention strategy with a polished and recognizable presence across both properties. The consistent branding allows us to seamlessly launch new promotions, engage high-value players, and deliver a unified experience that feels rewarding from start to finish.
The Work
Selected Deliverables
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