As part of our ongoing collaboration with Tommy Hilfiger to elevate their Tommy Together membership program, we developed a new strategic direction for their annual Members Week.
A week to celebrate members & grow the Tommy Together family
Members Week is a key occasion for the Tommy Together membership programme and the brand wanted to boost its impact amongst consumers, increasing engagement amongst existing members and recruiting new ones.
From rewards program to a community that gets rewarded
In today’s sales-saturated world, we saw a chance to flip the script on not just Members Week, but the Tommy Together program as a whole. We repositioned it from a rewards program to a community that gets rewarded – a small yet fundamental shift in how Tommy gives value back to its most loyal consumers – and laid the foundation for the new strategy to be activated, starting with Members Week, where we rewarded the Tommy Together family by connecting them with the aspects of culture they love most, not just discounts.
Launching with a powerful new visual direction
We also developed a new visual identity for Members Week that embodies this strategic repositioning. This fresh new direction puts community members front and center to echo the sentiments of the new strategy, paired with a bold new lockup establishing the occasion.
Our strategic direction and visual identity were deployed by Tommy Hilfiger throughout EMEA, creating a solid foundation for the brand to grow alongside its members in 2025. There’s more to come from this collaboration.
