Overview for Thrive
Thrive is a mobile food ordering app built for the business and industry sector, where keeping a captive audience engaged is the whole game.
My work with Thrive began during a rebrand, where I helped establish the tone and creative direction that would carry the brand forward in application. The challenge was one of expansion, honoring the new brand while finding opportunities to stretch it. Bringing new energy into campaigns without losing the coherence that makes a brand recognizable.
Repeat Purchase Campaign
The Thrive repeat purchase campaign was created to drive year-on-year same-unit sales growth by incentivizing guests to order more frequently throughout the program period. This campaign is currently running with 2.5x the participation as previous years.
Thrive Thursday
Thrive Thursday was born from sales dipping every Thursday. The fix was a recurring campaign offering a free, customizable item by sector that gave users a reason to open the app and operators a reliable lift.
Built to be evergreen and flexible, the campaign maintains a consistent structure while adapting to sector, season, and promotion. Anchored by the brand name itself and held together by consistent typography, color, and campaign language, Thrive Thursday became a weekly brand moment users could count on.
Seasonal Campaigns
I developed seasonal integrations that gave the brand a reason to show up consistently and contextually — tying creative moments to the rhythms of the year to keep the experience feeling fresh and relevant. These weren't just one-off executions; they were opportunities to expand the brand system itself, introducing new design elements and campaign frameworks that could be built upon over time.
Frictionless
Thrive launched new frictionless shopping and needed instructional materials for the cafes. I made sure that this instructional material was easy to read and digest, felt like Thrive, and adapted to each touch point. This included print, digital, and NFC readers for ease of use and consistent messaging.
