top of page

Pleo Cashback: Making Every Purchase More Rewarding

Creating a distinctive character and cohesive campaign to bring cashback to life.
Cahsbackj
Client/Company:
Pleo

My Role:
Lead Designer & Illustrator —
Branding, Campaign Design, Illustration
Motion Design by Pamela Giani
Project Scope:

Launched Pleo Cashback with a unique character embodying the feature. Collaborated with Product Marketing, the Head of Brand, and a Lead Motion Designer to deliver a landing page, motion assets, and promotional materials.
The Challenge: To introduce Pleo Cashback in a way that felt fresh, engaging, and aligned with Pleo’s brand identity, we needed a standout creative direction. This required developing a unique character, crafting a cohesive visual style for the campaign, and delivering assets that resonated across different touchpoints. Additionally, collaboration was key: the work needed to integrate input from Product Marketing, the Head of Brand, and the Lead Motion Designer, while maintaining a clear, unified message.
Screenshot 2024-12-12 at 12.33.43.png

The Process

1. Character Development: The creation of Charlene was central to the campaign. I began with exploratory sketches, presenting a range of options from human to non-human characters, including animals and abstract designs. After iterative feedback sessions with the Head of Brand and Product Marketing, we chose Charlene, a stylized human character that represented cashback in a relatable and memorable way.

Key steps in the character development process included:

  • Research and Moodboarding: Identifying traits and design styles that aligned with Pleo’s branding.

  • Sketching and Refinement: Iterating on different character concepts.

  • Finalizing Charlene: Landing on a vibrant, confident human character that could adapt seamlessly across various campaign assets.

2. Motion Collaboration: Once Charlene’s design was approved, I worked closely with the Lead Motion Designer to bring her to life. Together, we developed a storyboard that outlined Charlene’s movements and interactions, ensuring her animated persona was dynamic and engaging.

My role included: Creating detailed sketches and mockups for animation and collaborating on the animation narrative to align with the campaign’s messaging.

storyboardArtboard 2_2x.png
lpArtboard 3_2x.png

3. Landing Page Design: The next step was crafting a dedicated landing page for Pleo Cashback. I worked with Product Marketing and Content to ensure the page communicated the feature’s benefits clearly while staying visually engaging.

Key contributions included: Developing the page’s layout and visual assets in the same illustration style as Charlene, designing interactive elements to highlight Cashback’s key advantages.

4. Promotional Assets: To maximize the campaign’s reach, I created a suite of promotional assets tailored to various channels:

​

Social Media: Eye-catching illustrations and graphics featuring Charlene.

Email Campaigns: Custom visuals designed to drive engagement and clicks.

Blog Content: Supporting illustrations that reinforced the campaign’s narrative.

CB-2.png

The Outcome

The Pleo Cashback launch was a success, with Charlene quickly becoming a recognizable figure within Pleo’s ecosystem. The cohesive visual identity and multi-channel approach helped:

  • Drive traffic to the landing page.

  • Enhance engagement across social media and email campaigns.

  • Establish a strong, memorable character that could extend to future campaigns.

Takeaways:

  • Collaboration: Partnering with Product Marketing, the Head of Brand, and the Lead Motion Designer ensured a well-rounded and impactful campaign.

  • Consistency: Maintaining a unified visual style across all touchpoints reinforced brand identity.

  • Creativity Meets Strategy: Balancing imaginative character design with strategic campaign goals made the launch both engaging and effective.

bottom of page