I played a key role in the development and execution of Signet Jewelers’ multi-brand loyalty program, Vault Rewards, which unites Jared, Kay, and Zales under one cohesive umbrella while respecting each brand’s unique identity and customer base.

The project presented the challenge of creating a unified brand identity that honored the individual voices of Jared, Kay, and Zales while providing a seamless experience for loyalty members. Vault Rewards was built to deliver exclusive offers, last-minute promotions, and tailored giveaways—requiring strategic deployment, promotional support, and consistent brand messaging.

I facilitated discussions between Signet Jewelers and key stakeholders for each brand, leading to the development of an elevated stand-alone brand identity that reassured initially hesitant stakeholders. This new identity successfully aligned with each brand’s objectives while maintaining customer loyalty.

With this foundation in place, I designed dynamic, modular email templates that allowed our design and technology teams to deploy marketing materials efficiently across all three brands. My contributions included crafting messaging strategies and monthly newsletters that not only informed but engaged Vault Rewards members. We also integrated personalized videos at scale throughout the consumer journey—delivering tailored messaging such as birthday greetings, anniversary celebrations, and tier upgrade notifications to deepen the connection with each customer.

My strategy and creative helped drive over one million sign-ups and established a unified, accessible brand identity that resonated across Jared, Kay, and Zales.

In addition to the overall brand development, I led the design of various email campaigns that received positive feedback from the client, including collaborations with partners like Naked Wines, 1-800-Flowers, Rocksbox, and Banter. Other highlights of my work included the Birthstone Gem Newsletter, Jewelry Service Emails, Refer Your Love, JCK Event Emails, and a range of promotional offers tailored to different sales throughout the year.

A key aspect of my role was ensuring that all email designs and modular content adhered to principles of experience design and accessibility—making sure that every piece was inclusive and user-friendly. I also conceptualized, pitched, and secured client approval for multiple email campaign strategies, demonstrating both creative vision and strategic thinking.

Throughout this project, I leveraged my deep understanding of the Jared brand to produce dynamic creative work that connected with the target audience and drove both engagement and loyalty. This project exemplified my ability to blend creative storytelling, strategic thinking, and experience design to deliver results that resonated with clients and customers alike.