The ask

Sony Rewards needed a digital overhaul—something modern, intuitive, and built for ongoing engagement. Following the RFP win, I led visual direction on the web platform redesign, collaborating closely with Creative Director Dustin Klare.

The goal was to modernize the program’s digital presence and improve clarity around benefits, earning, and redemption. The focus was on creating a more cohesive, content-forward experience that better supports both new and existing members.

The website was redesigned from the ground up as a fully responsive experience, featuring a refreshed visual system, clearer content hierarchy, and improved pathways into key program actions.

We worked closely with cross-functional partners across UX, loyalty strategy, technology, and development to ensure the design was both scalable and flexible enough to support ongoing campaign integrations and future growth.

The resulting site serves as the central hub for the Sony Rewards ecosystem—balancing brand storytelling with functional clarity and conversion-driven e-commerce entry points.

Particular attention was paid to how campaign traffic and promotional moments would land on the site, ensuring seamless handoffs between content, offers, and redemption pathways.