EXTRA

The challenge was to create a single brand identity that could represent the overall EXTRA platform while giving each membership category its own visual distinction. The identity needed to feel modern, digital, premium, and easy to recognize across different customer touchpoints while maintaining consistency between the three categories.

I researched digital membership platforms, loyalty programmes, fintech and lifestyle brands, and contemporary digital product identities. I explored visual systems that use typography, colour, shapes, and graphic elements to create clear differentiation between product tiers while maintaining a strong master-brand identity.

I developed the complete EXTRA brand identity, including creative direction, logo concept and design, visual language, typography, colour system, and comprehensive brand guidelines. I created a flexible identity framework that allowed the three membership categories to have their own visual characteristics while remaining connected to the core EXTRA brand. The final guidelines established consistent rules for logo usage, colours, typography, layouts, and brand applications across digital and marketing touchpoints.