Redken, Matrix & L’Oréal
Loyalty program launch
Brief & role.
Create the branding and digital experience for three new B2B loyalty programs for Matrix, Redken, and L’Oréal Professionnel, serving professional hairstylists. We led brand architecture & identity for each program and translated the work into website UX/UI and a newsletter design system that teams could produce week after week. (Digital build delivered in partnership with Third Wunder.)
Three brands, three truths.
Each program served a distinct stylist profile and tone within the professional portfolio, so we treated them as three related but independent brands. We sequenced the work in waves—brand strategy & logos → identity systems → web design—and ran overlapping sprints to hit staggered launch dates. The result: consistent, ownable programs that still feel like Matrix, Redken, and L’Oréal Professionnel, not one-size-fits-all.
With a year-long timeline and six-figure scope, planning was as critical as design. We built an integrated roadmap that allowed deliverables to overlap by brand while moving approvals forward in parallel. Each website contained 50+ pages—mapped, designed, and imaged—so we created clear handoffs and production templates to keep momentum through every round. We coordinated with multiple external agencies and a broad set of stakeholders at L’Oréal Canada to align creative, content, and compliance without slipping deadlines.
Systematized at every layer
Beyond the logos and identity for each program, we shipped UI kits & page templates to reduce rework and keep the experience coherent across education, offers, and account flows. The email layer mirrored the web: newsletter templates and components that preserved the brand cues while making weekly production faster and less error-prone.
We mapped the end-to-end journeys for professional stylists, from onboarding/eligibility → points earn → tier progression → redeem, and designed clear, mobile-first dashboards with progress meters, benefit callouts, and friction-free states (pre-login, errors, empty, success). Copy and UI patterns were tuned for EN/FR and WCAG 2.2 AA contrast and type. The email layer mirrors the site with modular templates: dynamic offer blocks by tier, education highlights, and localized content so Matrix, Redken, and L’Oréal Professionnel each feel distinct while operating on the same system.
Outcome.
Three loyalty programs launched on schedule, each with a distinct brand and a shared level of craft, from mark and typography to site architecture and email, giving L’Oréal’s teams a platform they could operate, evolve, and scale.