An increasingly common trend in retail is to reward customer loyalty with gifts, services, and perks. Michael Kors entered the loyalty game with a program titled KorsVIP. The strategy included a distinct visual identity that fit neatly underneath the greater umbrella of Michael Kors branding. Using cues from the brand, I developed a visual identity for the program, put that identity into place through a series of physical and digital touchpoints—web design, app design, and printed collateral—as well as produced a set of launch assets demonstrating the gifts and perks.