MyDyas
Loyalty Scheme
MyDyas is Robert Dyas’ first Loyalty Scheme. The concept was delivered in record time, but what makes this project special is how it has evolved over time with the team’s input—a true example of the power of collaboration.
Date:
November 2022
Role:
Graphic and Motion Design
Company:
Robert Dyas
Industry:
Retail
_Challenge
Robert Dyas had been planning a Loyalty Scheme for over a year but needed a fresh, bold campaign idea. The team challenged me to develop a new concept centred around the exclusive pricing offer.
_Concept
The original concept was inspired by the image of a door opening in a dark blue room, revealing a bright gold world of exclusive pricing. This visual of a door leading to a room full of treasures inspired the use of blue gradients and a gold flux to symbolise the light and the gold treasure behind the door. The key visual—a 3D-style card with the logo—became central to the brand.
_Result
MyDyas was launched just two months later in-store. The campaign evolved over time, with new assets like 3D icons strengthening its identity. Now, a year on, it’s a strong, recognisable brand with a clear visual guide for future growth.
