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I'm Melissa, a London based integrated designer with a penchant for motion, art direction and digital design.
OVO | Energy & Tech
Beyond rewards visual system
Role: Design Lead | Motion Director
Scope: Brand system · Motion · Digital · App · CRM
Team: Copywriter, Strategist
OVO was launching Beyond, a free loyalty programme designed to reward customers the longer they stayed with the brand.
The challenge was to create a visual language that made them feel valuable, ownable and instantly recognisable across every customer touchpoint.
There was opportunity to make rewards feel physical, collectable and exciting.
Designing a modular visual system for OVO's loyalty programme, transforming points into a tangible, rewarding experience across web, app and campaign touchpoints.
We reframed discomfort in a way that feels relatable, expressive, and easy to understand.
Design Principles
We built the system around four principles:
Tangible
Rewards should feel like something you own—not just numbers on a screen.Collectable
Every reward should feel like another card added to your collection.Flexible
The system needed to work across app, CRM, web and future partners.Playful
Moments of reward should create excitement without feeling childish.
Key contributions:
Led the design and motion direction across a flexible campaign system.
Developed a system for expressing product benefits visually.\
Ensured consistency across all formats and touchpoints.
Created scalable assets for rollout across channels.
We developed a bold, visually-led campaign that turned an internal, often invisible experience into something clear and instantly recognisable. Showing the feeling of discomfort through simple, expressive visual storytelling. That allowed the campaign to communicate quickly and build a distinctive, clear, ownable visual language.
Relaunching Pepto Bismol in the UK, this integrated campaign spanned TV, OOH, Meta and YouTube.
The creative leaned into the brand’s playful tone, focusing on bellies with hand-illustrated typography and expressive faces to bring the campaign to life.
A glimpse into the hand-drawn type process, showcasing early iterations and how the final style evolved.
These explorations shaped the design, creating a cohesive visual language throughout the project.
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