RSL Rewards — One Program, Two Audiences

Refrigerative Supply, an HVAC/R distributor with 18 branches across Canada, wanted to thank its customers with a new rewards program: RSL Rewards.

But RSL Rewards was really two programs. Mid-tier customers were invited to a returning All-Inclusive Travel incentive — a group trip the company had once run internally and now trusted our team to manage. Every other customer joined a Loyalty & Rewards points program.

Each customer belonged to one program, never both. So the question became:

How do we launch one brand while speaking to two audiences in completely different ways?

The two groups wanted different things.

Travel participants needed urgency and a clear finish line: a personalized spending goal, a deadline, and a week in paradise waiting at the end.

Loyalty participants needed to feel seen. Many would never chase a trip, but every purchase still mattered — and the program had to make that obvious.

The answer was a parent brand with two sub-brands: one shared identity so the program felt like a single thank-you, with distinct tone, imagery, and calls to action so no one ever received a message meant for someone else.

We built the campaign around a single entry point that split into two paths.

The campaign was produced through our 7-week Creative Sprint: a client discovery session to hear how Refrigerative Supply talked about its customers, participant journey mapping for each audience, mood boarding (geometric, bold, striking), weekly design critiques, internal and client reviews, and finally production and testing in HubSpot alongside print proofing.