I was tasked with creating the look and feel of Cat Vantage Rewards, a new loyalty program at Caterpillar designed to excite and engage a diverse customer base. I led the omnichannel brand strategy, delivering over 9,000 assets across print, digital, environmental, and experiential platforms while supporting 70+ team members across five cross-functional teams. The result was a unified, CX-driven identity that launched with impact, enrolling nearly 3,000 users in the first month and setting a new standard for customer loyalty at Caterpillar.
Cat Vantage Rewards was a brand new program for Caterpillar, we needed to start from the beginning with internal training materials for teams and dealers and then expanding into a full visual identity system including wordmarks, icons, and comprehensive brand guidelines. I designed the initial program assets across web, SharePoint, and social media to drive awareness, alignment, and a cohesive launch experience from the inside out.
For the Centennial Campaign, I shifted into a strategic role—adapting and producing assets within an established visual system, including translations across English, French, and Spanish. I worked closely with media, strategy, and account teams to implement UTMs and QR code tracking across all deliverables, ensuring direct attribution from every campaign touchpoint to app downloads, Cat Vantage Rewards sign-ups, and Parts.cat.com purchases.
For the More Campaign, I carried the creative execution across digital, print, and social, transforming the established visual direction into a full suite of high-impact deliverables. Leveraging my omnichannel experience, I managed the design, integration, and quality assurance of each asset to ensure consistency, functionality, and brand cohesion across every channel.
