Club Publix

In the era of Amazon Prime memberships, lightning-speed delivery services, and one-click shopping, we knew we had our jobs cut out for ourselves. After all, turning a 90-year-old beloved brand into a modern omnichannel juggernaut (without losing what made us special in the first place) was no easy feat.

Five years. Five years it took our teams to sunset a handful of magazine and print-first clubs; build digital infrastructures, technologies and processes; and introduce a loyalty program personalized to customers who loved coming to the stores, but were hungry to make their shoppping experience a bit more convenient.  

One place for everything you love.

After years of co-authoring briefs, challenging the status quo, and building teams of dozens of people across multiple departments and agencies — we created a concept everyone could fall in love with and trust.

Club Publix, for the first time in company history, housed all membership products in one ecosystem. A reimagined responsive website and mobile app served as our hub for acquisition, onboarding and weekly engagement. (There are too many features to list.)

I helped introduce the concept of creative systems, so our creative concepts mirrored our audience needs and product features. We had finally created the right messages for the right audiences at the right times across all of our channels from screens to stores. 

Not only did we introduce the infrastructure to support all of this work, we were tasked to train our legacy teams, as well as help build a new content strategy team to help the creative group evolve into this new methodology of campaign development. This project defined an era of my career. And, when it won Best of Show AAF awards, I knew our teams had created history for the brand.