Pure Rewards VIP Program
B2B Loyalty & Engagement for Pure Storage
Pure Storage had a long-running partner incentive program, but its most loyal partners were starting to feel like everyone else.
Their loyalty was going unrecognized — and unrecognized loyalty erodes relationships and, eventually, co-selling.
The goal was to move top partners from transactional loyalty to emotional loyalty, and keep them for the long run.
Top partners didn't need more points. They needed to feel seen.
Instead of building another incentive, we built a status — an invitation-only club that made Pure Storage's best partners feel like VIPs every time they heard from the brand.
The question shifted from "How do we reward more?" to "How do we make recognition feel exclusive?"
Invited partners could earn VIP status by hitting their channel-led deal and revenue goals. Status unlocked reward credits, premium swag, and surprises, with reward catalogs tailored by country.
To keep momentum between milestones, we layered in the Orange Ticket Adventure Promotion: a sweepstakes where partners earned entries for preferred activities, with once-in-a-lifetime prizes like a trip to the 2022 Qatar World Cup.
Each year brought a fresh chapter — Year 2 welcomed partners back, and Year 3 introduced an ultra-exclusive tier for multi-year earners.
The VIP feeling had to show up everywhere — in the inbox, at home, and inside the rewards experience.
One design system tied every touchpoint together, so each piece felt like part of the same exclusive club.
Physical Brand Experiences
Premium touches that partners could hold:
- Custom branded swag boxes with surprise rewards
- Program overviews and premium catalogs mailed to homes
- VIP merchandise from top brands in each category
- Virtual events and VIP concierge experiences
Digital Customer Experience
An ongoing plan, run monthly, quarterly, and ad hoc:
- Teaser and launch emails ("Something Orange is Coming")
- Welcome and announcement emails
- Year 2 and Year 3 retention campaigns
- Orange Ticket entry and giveaway emails
- Birthday and website-activity triggered messages
- Program promo video
Every touchpoint was built to turn recognition into lasting loyalty.
Recognize
Make top partners feel seen.
- Invitation-only VIP status
- Special recognition for multi-year earners
Surprise
Deliver moments they don't expect.
- Surprise-and-delight swag boxes
- Birthday and activity-triggered messages
Elevate
Give them something to reach for.
- Orange Ticket once-in-a-lifetime experiences
- VIP Open golf game for higher tiers
I built the Pure Rewards VIP Program identity and the design system our team reused across every touchpoint — so each new piece stayed on-brand and moved faster.
The Pure Rewards VIP Program was built as a sub-brand of Pure Storage. The parent mark stays present across emails, giveaways, and the rewards experience, so partners always know the program comes from Pure Storage.
A light, airy sans-serif for “Pure Rewards” stacked over a heavy geometric sans for “VIP PROGRAM,” with orange highlighting the key word. Headlines run in bold all-caps inside orange bars; body copy stays in a clean, simple sans-serif.
I led creative strategy and art direction for the Pure Rewards VIP Program across five years, building the sub-brand, its design system, and the campaigns that kept Pure Storage's top partners engaged. Our team executed day-to-day production from the system I created.
- Pure Rewards VIP sub-brand and logo
- VIP design system: color, typography, and layout rules
- Orange Ticket Adventure Promotion identity
- Email templates for launch, lifecycle, and year-over-year retention
- Year 1, Year 2, and Year 3 campaign creative direction
- Premium catalog and program overview mailers
- Surprise-and-delight swag box concepts
- VIP Open golf game creative
- Program promo video direction
The program turned Pure Storage's top partners into an engaged community that kept opening, coming back, and staying.
Loyalty grows when people feel seen, not just rewarded.
This program taught me that recognition is its own reward.
Points and prizes matter, but what partners remembered was how the brand made them feel: valued, exclusive, and part of something.
Building a system that could deliver that feeling year after year — without ever feeling like the same old email — is what kept this program alive for five years.
Program launch screens: Pure VIP login page and landing page on desktop
New-member launch flow: teaser, announcement email, announcement PDF, and welcome email across devices
Returning-member flow: Year 2 and Year 3 teaser, welcome-back email, and announcement PDF
Initial teaser email: 'Something Orange is Coming' with illustrated scooter delivery
Welcome to the VIP Rewards Program email with luxury imagery
Program announcement email featuring luxury travel destinations
Year 2 VIP retention email: 'Welcome Back' with marina imagery
Year 3 VIP ultra-exclusive club teaser with dramatic premium photography
Program announcement letter: 'First of all, thank you' with activation steps
Animated teaser: 'Something Orange is coming' as the VIP package arrives at the door
Animated surprise box: 'Your day just got a whole lot better'
Surprise box tracking and Happy Birthday emails on mobile
Subscription box mock-up, version 1: orange box with a charcoal 'Our Attitude Is Gratitude' band
Subscription box mock-up, version 2: white, charcoal, and orange colorways with the program URL
Orange Ticket Giveaway announcement email and PDF with prize overview
Orange Ticket Giveaway entry email with account activation instructions
Orange Ticket Giveaway details featuring luxury travel prizes
Self-mailer cover: 'Our Attitude Is Gratitude' — black, orange, and white VIP identity co-branded with Pure Storage
Table of contents and welcome spread: 'If you are reading this, then you are at the top of your game!'
Experiences spread — orange headline bars and angled photo cuts carry the system through every section
Electronics spread with credit callouts on every product tile
Outdoor living spread using the same templated grid and headline bar
Sports and fitness spread
Home spread — a repeatable section template built for easy updates
Travel and adventure spread closing the catalog
"The quality and creativity of the agency's marketing campaigns as well as the professionalism and service level of their organization, enhances our brand and makes us proud to partner with their team."
Pure Storage
"I really have to say, this company is head and shoulders above any business partner I've worked with in showing their mutual partners real, tangible appreciation for the partnership and business that's done through the relationship."
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