Berlin · 2022 to 2026 · In-house · ES · UK · DE
In-house designer for Rakuten Rewards across Spain, UK and Germany. Same brand, three different markets. Then came the UK relaunch.
Rakuten UK was not getting a redesign, it was being relaunched. Although for customers it was still a cashback portal, for the team it meant starting from zero: new platform, new brand, new everything.
Every asset changed: landing pages, banners, emails, a brand-new app. 300+ partner logos adapted from scratch to match. Pretty much everything had to be rebuilt. As the sole graphic designer on the relaunch, with multiple teams depending on the same rollout, I had to constantly reprioritise my work to keep the project on schedule.
Spain, Germany and the UK were all live at the same time. Three markets. Months of parallel production. It was the most I'd handled at once.
The rebrand brought a cleaner, more sophisticated direction: new typography, new colours, a shift from crimson red to purple. I rolled out the new guidelines across the existing product in a soft launch first, then used that to update ES and DE at the same time.
The US rebrand introduced motion to the brand for the first time. We applied it to paid social, banners and email where it made sense. Not every asset moved, but it made the brand feel more alive.
Static ads for Google (Performance Max and Display) and paid social. The goals were awareness, new sign-ups and clicks. A few that ran in the UK.
Seven days before launch, a round of last-minute changes came in across landing pages, banners, sign-in and CRM. All of it updated, approved and out on time. All of it paid off.
Approximate figures, shared under NDA.