01. Define program member paths
Identify all the steps and messages to be conveyed to program members through an exhaustive flowchart.
Total Energies
Automation and identity
Our intervention
- Branding & Creation
- UX / UI
Intro
To create a genuine Club TotalEnergies brand by rethinking the identity and itineraries of the loyalty program.
TotalEnergies wanted to overhaul its loyalty program to make it the group's relationship brand. Together with the TotalEnergies teams, we co-constructed the automation paths that would respond to all of the members' actions. At the same time, we created the new Club TotalEnergies identity, on which we based all the new program's media.
Our expertise
02. Create a new graphic and semantic identity
To create a unique, modular graphic and semantic territory in line with the parent brand, investing in humor in an elegant, accessible way.
03. Industrialize media production
Ensure the rapid, high-quality production of 100 automation emails by formalizing a design system incorporating Club Total Energies graphic codes (logo, typeface, color, CTA form, block form).
04. Designing brackets
Create media (emails, newsletters, etc.) using our figma tool, to streamline the relationship and optimize time spent by giving real-time visibility of the progress of creations.
The automation path
Our UX team brainstormed on the entire itinerary, and once they had immersed themselves in the specifics of the loyalty program's operation, they were able to detect and suggest situations that members might encounter, and the type of message to send to activate positive behavior towards the brand.
Sharing workshops were held as the project progressed, to adjust and formalize the overall approach.
The fun fact:
The co-designed loggigrame filled an entire wall of a meeting room.
A new identity
Joyful, generous, rejuvenated with a touch of humor, that's the angle the Club TotalEnergies teams wanted to embody their program and create a bond with their members. We did everything we could to meet this challenge, and had a lot of fun doing it.
The challenge
Balance between brand identity and program identity, not reinventing everything, but creating the relational expression of the brand.
Our actions have an impact
- 100100100100Emails course automation
Creation and design of the entire automation path, from message definition in the path to email integration.
- 3 months3 months3 months3 monthsA collaborative approach
Working hand in hand with the Club TotalEnergies teams to build each stage of the new program, in an efficient and agile way to meet the deadline.
- +30+30+30+30A multitude of program supports
POS, video, games, loyalty area, newsletter, banners...