Verve Goodlife Promo 6.0
IDENTITY · 2026
Overview
Verve Goodlife Promo 6.0 is a Lagos-wide campaign rewarding cardholders with up to 10% cashback and partner discounts on transactions from Thursday to Sunday.
As lead designer, I conceptualise and built the full visual system and ran it across digital, outdoor, motion, social and retail.
Role
As Lead Designer, I led the campaign's visual direction from concept to execution. I developed the creative direction, designed the key visuals, created partner adaptations, produced motion graphics, and ensured a consistent visual system across all campaign touch points.
The Brief
Design a nationwide consumer promotion that encourages customers to use their Verve Cards by offering up to 10% cashback and exclusive partner discounts.
The campaign needed to:
• Increase awareness of the nationwide promotion.
• Make the 10% cashback offer immediately recognisable.
• Support multiple merchant partners.
• Scale across digital, outdoor, motion and retail channels.
• Remain consistent with Verve's brand identity.
The Challenge
Previous campaigns treated the cashback as supporting copy and relied on the same promotional layout year after year. This campaign needed to make the reward instantly recognisable while creating a flexible system that worked across 12 partner brands without losing Verve's identity.
The Insight
People don’t just remember a percentage when they read it.
It sticks with them when they can see it and step into it to become a part of it.
The Idea
Instead of presenting "10%" as text, I transformed it into the campaign's hero object. Customers interact directly with an oversized 3D percentage by sitting inside it, riding it or carrying it. The offer became the campaign's most recognisable visual asset before a headline was even read.
Design Decisions
Why make people interact with the 10%?
Previous campaigns presented the cashback as something to read. I wanted people to experience it. By placing customers inside, on top of and around the oversized 10%, the offer became the focal point of every execution. The reward registered before viewers reached a single line of copy.
Why 3D instead of illustration?
The offer had to be the most recognisable element across every touchpoint. A 3D approach gave the 10% physical presence and made it feel tangible in a way a flat illustration could not. It also attracted attention where the campaign lived most, on billboards, digital screens and motion. A physical object naturally holds attention longer than a printed percentage.
Why colour-code the partner campaigns?
Twelve partner brands needed distinction without sacrificing consistency. I gave each partner its own colour way, using colours from their brand guidelines where possible. This gave every execution its own identity while the 10%, Verve card and campaign lockup remained consistent across the campaign.
Why include the Verve card in every visual?
The Verve card was a mandatory brand requirement, but I treated it as part of the design rather than an element to place after the fact. In the hero visuals, I integrated it into the main interaction by placing it in the customer's hand. In the partner executions, where each partner's own asset took centre stage, I reduced it to a clean, consistent lockup. This kept Verve ownership clear without competing with the partner brand.
Design System
A single modular system powered every campaign asset.
• The 3D 10% remained the hero across every execution.
• Colour differentiated partner categories while maintaining Verve's identity.
• A modular framework allowed each partner's products to integrate naturally without competing with the campaign.
Campaign Rollout
The system scaled across hero and partner campaigns, motion graphics, animated and static billboards, social, GDN and merchandise.
Results
Although campaign performance figures remain confidential, the campaign exceeded internal objectives for transaction volume, active card usage and cashback redemption. Ran for three months across Lagos. Production scope: 50+ assets, 17 animated digital billboards, 2 static billboards, 12 partner brands, 10+ merchandise designs.