As co-lead on the full creative rebrand of Love2shop—a major UK provider of physical and digital gift cards, reward platforms, and employee engagement solutions—I was responsible for redefining the brand from the ground up. The objective: reposition Love2shop as a bold, modern, and trusted rewards partner in both B2B and B2C markets. Read more below.
Working closely with internal stakeholders, I directed core elements of the rebrand, including logo redesign, brand strategy, tone of voice, colour system, typography, visual language, and application across all customer and corporate touchpoints. This included social media templates, emails, product packaging (Flexecash, Mastercard, and digital products), gift card redesigns, pitch decks, and updated corporate literature.
In collaboration with UI/UX and development teams, I helped reimagine the digital experience—supporting the redesign of the main Love2shop website, customer reward portals, and Love2shop Perks platform. Motion assets and video templates were also introduced to extend the brand across campaigns and paid media.
Our team grounded the rebrand in market research and user testing, running focus groups to validate the direction and ensure clarity across audience segments—from corporate buyers to everyday consumers. Internally, I played a key role in developing governance tools, brand guidelines, and rollout support to ensure adoption across all departments.
The launch marked a clear departure from the dated legacy look—ushering in a vibrant, confident visual identity built to stand alongside 150+ major UK retailers and global brand partners. Visually distinct, instantly recognisable, and modular by design, the rebrand has now been consistently rolled out across every business area, including partner communications, events, rewards, and digital products.
Outcome: The rebrand launched successfully both internally and externally, strengthening Love2shop’s positioning in a competitive market. Two years on, the new brand remains fresh, flexible, and evolving—helping to drive greater awareness, increased brand recall, and alignment with household names in both corporate and consumer-facing environments.
