CarePass is now ExtraCare Plus

At the beginning of this year (2024) the new ExtraCare loyalty program launched. CarePass is now ExtraCare Plus, a paid loyalty program. 

As the Associate Creative Director, I led a team of dedicated designers and writers to go beyond the brief and create all assets needed for the rebrand and launch. The campaign included a large, high visibility photoshoot which pioneered a new look and feel for CVS Health lifestyle photography. Other assets included a suite of ExtraCare icons, in-store signage, video, radio, colleague talk track, a sizzle reel sent to colleagues nation wide, paid and organic social, paid display, DCO, landing pages, email, app integration, and direct mail.

The campaign received accolades from leadership and is the culmination of a dedicated and talented team of creatives who truly love working together.