I led the comprehensive design strategy for the launch of J.Crew Passport, a completely reimagined and upgraded loyalty rewards program. The project kicked off with months of cross-functional concepting, partnering closely with our copy and legal teams to establish the program’s naming and foundational identity. To ensure a seamless user experience, I collaborated with our UX team to build highly organized, intuitive navigation systems across every touchpoint. My hands-on design work spanned the entire brand ecosystem, including the creation and refinement of logos, iconography, dynamic animations, lifecycle email series, and a full suite of digital touchpoints—from site landing pages and homepage components to personalized account dashboards and optimized checkout flows.