The Project

A rebrand evokes digital window-shopping

Drop was already in millions of pockets. A Toronto-based loyalty app with over 5 million members, it lets users earn rewards for shopping with brands they already love, from Nike and Sephora to Uber Eats and Lululemon. But with eyes on the broader North American loyalty market and a product that had evolved far beyond its 2015 roots, the brand needed a redesign built for growth.

This wasn’t just a logo update. It was a complete brand rethink. One that could stretch across screens and stories, static and motion, crypto and cashback. A system that could flex across partnerships, adapt to offers, and still feel cohesive every time a user opened the app.

We built a modular, motion-first brand identity inspired by the idea of ‘windows’ a nod to digital browsing, visual discovery, and modern window shopping. Bold frames, dimensional effects, and modern photography combined to create an immersive and instantly recognizable look. The new Drop is dynamic, ownable, and ready to scale: a loyalty brand that looks as rewarding as it feels.