A rebrand evokes digital window-shopping

Toronto-based company, Drop, is a coalition rewards app that allows users to earn points for purchases from brands they choose, including Lululemon, Sephora, Uber Eats and Nike, whether they are done in-app or through a linked payment card. Points can be exchanged for rewards, typically in the form of gift cards. In 2021, the company also launched the option for users to have their rewards tied to cryptocurrency, with points rising and decreasing in value alongside the crypto market.

With over 5 million members across North America, the rebrand intended to help Drop grow in the North American loyalty space. Unchanged since 2015 and with an aim at growth, the design for the rebrand had to be fresh and dynamic, considering the need for usability in both moving and static media while intriguing current and future users. This had to be an immersive, unified brand that offered a modular toolkit for brand expression — allowing signature expressions to be generated through colors, shapes and photography. The rebrand features 3D effects and motion design, as well as modern photography, all collected in box-shaped frames designed to be evocative of windows – intended to represent window-shopping experiences.