Building Loyalty from the Ground Up.

I led the overarching creative direction for QVC’s pilot loyalty program, QVC Rewards, shaping the branding, voice, and experience strategy from the ground up. With just two weeks to develop the full brand system—including messaging infrastructure—I not only established the creative vision but also rolled up my sleeves to execute it. This included design, copywriting, photo and video shoot planning and art direction, and production across all touchpoints. I brought the brand to life through printed direct mail, email campaigns, video content, and e-commerce experiences, all delivered during the testing sprints (April–June) and official pilot launch in July. Every element was crafted to introduce the program, engage customers, and drive actionable insights throughout the pilot phase.