"Dynamics": How to Turn a Loyalty Program into a Brand

Contents:

• Task
• Style search
• Typography and design
• Implementation

Managing Partner in the Design Department. This specialist is responsible for the strategic direction and coordination of all design-related projects. Their task is to ensure high quality work, process optimization and effective interaction with clients. The managing partner also plays a key role in developing the design team and introducing new ideas, which contributes to the company's growth and increased competitiveness in the market.

Challenge

Dynamo, like many other clubs, had a loyalty program. However, fans themselves often didn't understand how it worked. The program included discounts and points, but lacked clear branding, making it difficult to understand. Our goal was to rectify this situation and make the program more understandable and attractive to fans.

Internally, Dynamo developed a comprehensive approach to marketing, making the loyalty program not only transparent but also providing tangible bonuses, not just points. The goal was to create a brand that would be accepted by both new and existing fans. The most challenging aspect of working with loyal fans was maintaining the right tone and color scheme. A mistake in these details could cause a negative reaction and criticism from the audience.

The Managing Partner of the Design Department is responsible for the strategic direction and development of the company. His responsibilities include project management, coordination of the design team, and interaction with clients to achieve high quality standards. He plays a key role in shaping the creative direction and implementing innovative solutions, which contributes to the successful completion of orders and increases the company's competitiveness in the design market.

Finding a Style

Even though the client had completed all the necessary marketing work, we still needed a strategist who could delve deeper into this area. This included an analysis of visual traditions in this field, as well as an understanding of the general rules of the game. Turning to a professional strategist allowed us to gain valuable insights and adapt our approach, which ultimately increased the effectiveness of our marketing efforts.

Dynamo actively collaborates with the city at various levels. This collaboration encompasses sports initiatives, social projects, and cultural events. The club organizes training sessions and master classes for young people, promoting a healthy lifestyle and developing football skills. Dynamo also participates in charity events aimed at helping those in need and supporting socially vulnerable groups. An important part of this collaboration is the club's participation in city festivals and events, which helps strengthen ties between the team and the local community. Thus, Dynamo not only develops professional sports but also actively influences the social development of the city.

• Space. This is the stadium closest to the center, in this sense, it influences the Moscow environment.
• Culture of everyday life. Dynamo merch is often visible on the streets thanks to their collaborations with cool clothing brands.
• Communication. The latest advertising campaigns were shot in urban settings, including in the "city in motion" frame.

We planned to use this territory of the city and community in the naming and design.

We wanted to create a name that would immediately make it clear which club the loyalty program belongs to. That's why we chose the word "Dynamics." This word symbolizes the unity of people and shared energy, and also reflects how Dynamo fans sometimes call themselves "dynamics." This name quickly gained popularity and became understandable to everyone.

Support for the team is a powerful emotional expression, accompanied by sounds and dynamic actions. Watching from the stands, you can see people jumping and screaming with delight. An important task for us was to convey these movements and emotions in the design, so that even the most static layout would look dynamic and exciting. Our goal is to create visual content that will evoke strong emotions in viewers and immerse them in the atmosphere of a sporting competition.

We sought to use the original letter D, which is made in a unique style. Although this was not a strict requirement, we were aware of the need to integrate it harmoniously into the overall concept. As a result, we managed to achieve a successful combination: we showed respect for this letter, and it naturally fit into the word "Dynamika."

Typography and Design

Dynamic typography opens new horizons, creating forms and conveying a sense of movement. Some font compositions resemble a goal after a goal is scored, evoking a wave of emotion. Others are shaped like a megaphone, symbolizing the main fan in the stands, shouting and inspiring the crowd. This is a way to convey the energy of events and involve spectators in the atmosphere of a sports competition.

This season, Dynamo Football Club celebrated its centenary. When developing a new identity, we were inspired by the historical posters of Alexander Rodchenko, created a century ago. These works have a unique modernist feel, and we sought to ensure that our identity harmoniously echoes them, creating a connection between the past and the present.

We have developed a solution that effectively combines video content and photographs. This is especially important for a loyalty program that relies on images of football players, match highlights, and goal videos. We have created a unique style that allows any photo to become part of our brand.

Implementation

We use the "cascading" method to train the client's designers in our studio. First, we teach them the basics, and then we observe their work for several months. It's important to note that we don't just observe; we actively interact with the client, asking them to send us mockups and ask questions. We're always ready to offer assistance and make any necessary adjustments. As the style begins to be implemented, nuances that weren't initially apparent may emerge. In such cases, we're ready to refine the style to ensure it meets all requirements and expectations.

Dinamika hasn't encountered any issues with implementing the style. We have developed clear rules for working with our style, and employees successfully apply them in practice.

Our style is actively used in social networks and email newsletters, usually in a static format. However, when developing, we always consider the broader context. We strive to ensure that the style is effectively used not only in digital channels, but also in merch, banners, and videos. This ensures the versatility and adaptability of our design, even if the client does not emphasize this.

With "Dynamika," we took third place at the White Square festival, which was a significant achievement for our team. This event underscores our commitment to quality and creativity in design and art. We are proud of this recognition and strive to continue developing by participating in such competitions and festivals, which helps us improve our skills and expand our horizons.

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