Frye VIP

The Frye VIP loyalty program hadn’t been meaningfully updated since the brand acquisition in 2021. It lacked a clear identity, felt disconnected from Frye’s heritage, and wasn’t contributing to the elevated brand experience we were building across e-commerce and lifecycle marketing.

I led a full visual refresh to reposition VIP as an extension of the Frye brand—something that felt premium, editorial, and worth opting into.

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THE APPROACH

The goal was to create a system that felt distinctly Frye while improving clarity and scalability across email, site, and SMS.

• Grounded the visual direction in Frye’s heritage: western, lived-in, and authentic
• Shifted to high-contrast black & white imagery for a more elevated, editorial tone
• Introduced bold, condensed typography to create hierarchy and immediacy
• Built a lightweight system that could flex across lifecycle touchpoints
• Refined messaging to feel confident and benefit-driven without losing brand edge

This project wasn’t about creating something new—it was about bringing the loyalty experience up to the level of the brand. By aligning VIP with Frye’s core identity, it became a more compelling and effective part of the customer journey.