CHALLENGE

Everyone knows Hard Rock, but mostly for their cafes and music memorabilia, not their wide array of casinos, music venues, shops, incredible hotels and resorts around the world. Our challenge was to encourage discovery and exploration of this vast ecosystem by creating and promoting Hard Rock’s first global loyalty program in its 50 year history.

AGENCY: GALE

CLIENT: Hard rock

ROLE: ART DIRECTION & DESIGN, BRANDING, STORYBOARD design, UI APP & CRM DESIGN SYSTEMS

TEAM: JANELLE LAMOTHE SENIOR ART DIRECTOR, DIANA RODRIGUEZ SENIOR MOTION DESIGNER, APRIL MADONIA SENIOR PRODUCTION DESIGNER, BECKY KITLAN CREATIVE DIRECTOR, JASON MCCANN MANAGING DIRECTOR, CREATIVE

SOLUTION

We started by building a technology backbone to knit together 200+ locations across 75 countries. Then we named the program UNITY and designed its logo and identity system. To bring it to market, we created a global integrated marketing campaign, supported by a vast email design system and app redesign. From hotel folios to concert announcements to individual offers, the UI design refresh let UNITY and Hard Rock deliver personalized communications quickly and efficiently across every property.

RESULTS

4x

NEW UNITY MEMBER SIGN-UPS

10M

UNITY MEMBERS REGISTERED SINCE LAUNCH

20%

LIFT IN DIRECT HOTEL BOOKINGS

THE LOGO

The symbol’s shape and elegant lines come directly from Hard Rock’s legacy in music. The identity system is designed to work seamlessly across all digital platforms and be as compelling in motion as it is on a member card.

MOBILE APP

A useful, delightful gateway into this vast ecosystem, the app was designed to promote discovery of new properties and activities. It also featured practical tools like the ability to enter your room with a digital key.

PERSONALIZED CRM

We created a vast email design system library to accommodate Hard Rock’s needs across all their properties around the world. From hotel folios to concert announcements and individual offers we designed a library that allowed Unity and Hard Rock to deliver personalized communications quickly and efficiently.