Victoria’s Secret had the structure of a new loyalty program mapped out: a tiered system offering perks and rewards for increasing customer engagement. Next, they needed an identity for the program; something customers would relate to and see themselves in.
Building on in-progress work by Fueled developing their new community engagement platform, Victoria’s Secret company brought us into a parallel initiative: shaping the voice, visuals, and strategy behind the VS Rewards Program. We jumped in to shape the story, language, and design system that would make the program feel intuitive, on-brand, and valuable.
Strategic Design, Rooted in Research
The underlying structure of the program was solid: a points-based system with escalating benefits across three tiers. But internally, those tiers were still being referred to as “Tier 1,” “Tier 2,” and “Tier 3.” The framework lacked a story that would connect with customers, using language and personas that personally resonated with them.
Backed by an ongoing involvement with the Victoria’s Secret customer engagement strategy, Fueled prioritized research and customer insight from the start.
Leveraging access to an online panel serving thousands of Victoria’s Secret customers, our team deployed large-scale surveys and one-on-one interviews to understand what customers expected from a loyalty program—and how they interpreted naming hierarchies, tone, and value. Exercises like word association and card sorting helped validate tier metaphors and sequence. Meanwhile, competitive analysis (with programs like Nordstrom’s and Nike) provided valuable benchmarks against other leading brands’ structure and socialization.
This foundational research revealed a few key insights:
- Customers wanted language that was clear, intuitive, and energizing, not abstract or overly clever.
- The tone needed to feel casual, empowering, and familiar, aligning with the client’s recent shift toward inclusivity and authenticity.
- Visual hierarchy and color needed to reinforce tier status in a way that felt celebratory but not exclusive.
Designing for Identity and Belonging
Fueled translated those insights into a design system that gave each tier meaning and memorability:
- Tier Naming: Insider, All Access, and VIP—straightforward and aspirational, with a clear sense of progression.
- Color System: Sizzling Sunrise, Vivid Sky Blue, and Rose Pink distinguished each tier while complementing the brand’s broader palette.
- Visual Identity: A new logo for the Rewards Program brought cohesion across PINK and VS, creating a visual shorthand for loyalty across customer touchpoints.
- UI Integration: The loyalty experience was embedded directly into the app experience; accent colors, celebratory messages, and tier-based visual feedback made the program feel alive without being intrusive.
The lightweight system enhances the experience without overwhelming it. The tone, visual identity, and interface elements work together to make the Rewards Program feel personal, polished, and on-brand.
The project’s effectiveness was enhanced by a seamless fit with broader brand initiatives.
In parallel to its work on the Rewards Program identity, Fueled built an in-app platform for authentic customer engagement. That work gave Fueled unique insight into the customer’s shifting brand identity and customer expectations. As the company moved away from outdated ideals and toward greater diversity and authenticity, every customer touchpoint—from forums to rewards—needed to reflect that change. Our ability to connect the dots across initiatives ensured that the Rewards Program wasn’t just functional, but part of a cohesive, modern brand experience.
Outcome: Loyalty with Lasting Impact
The VS Rewards Program offers a fresh way to reward engagement while reinforcing brand loyalty through intentional design. By aligning seamlessly with Victoria’s Secret’s broader strategic shift toward inclusivity and authenticity, the program not only enhanced customer engagement but also became a key expression of the brand’s refreshed identity, culminating in a design that resonated with both internal stakeholders and the evolving expectations of its customers.
Fueled delivered the entire system—naming, identity, color, and UI—in just a few weeks. To see our work in action, check out the Community tab inside the Victoria’s Secret mobile app on iOS and Android. Building on the success of the VS Rewards Program, our team continues to partner with Victoria’s Secret on digital initiatives.
