Coca-Cola was looking for ways to make loyalty matter to a younger audience that was increasingly tuning the brand out. The existing model asked people to jump through hoops for rewards they didn’t really want. We responded with +one, a future-state platform built around a different idea: instead of making customers prove loyalty to Coke, Coke should show loyalty back to them.

A Brand to Represent an Ecosystem

Coca-Cola is a massive organization with unbelievable reach, and this brand needed to feel like a home to all of them equally. It couldn't look or feel like another short-term promo. The identity needed to be simple, flexible, and open enough to stretch across content, rewards, culture, and utility. We built a brand system that made the platform feel new and unmistakably Coca-Cola.

One Experience, Many Brands

+one was designed as a shared platform, creating a structure that could flex across every brand under the Coca-Cola umbrella, partner rewards, charitable giving, and future brand initiatives. The massive scale of their reach was their biggest asset and our strategy was to bring the benefits that came with that to the people.

Designed for Real Value

The experience was built to give people something worth engaging with. Instead of hoarding points for low-value rewards, we offered robust content, high-value offers, charitable causes, exclusive events, and brand experiences that are immediate and culturally relevant. The system was vast, but the user journey stayed simple.

Proof of Concept

For months, the concept stayed too abstract for stakeholders to fully grasp. So the design team went rogue and in just 1 week we built a high-fidelity prototype to make our concept tangible. The conversation went from trying to get on the same page to iteration and planning almost immediately.