Quill
Quill is a billion dollar US based, B2B direct-to-consumer office supplies company, but their potential for growth was limited by low brand awareness, increasing competition and a promotion-heavy experience.
Quill realized it could lean into what it was most known for, its rewards and its people. They revised their strategy, and committed to becoming “The Rewarding Workplace Company”.
Quill overhauled their Customer Journey, revived their Brand, redesigned and rebuilt their E-commerce platform and restructured their Loyalty Program.
Brand Refresh
The Brand Refresh modernized the brand, making their visual identity, value proposition and end-to-end customer experience more relevant. The guidelines were documented on Zeroheight, a centralized, scaleable, shareable platform.
Ecommerce Redesign
We led the redesign of the e-commerce website from it’s foundation, designing components, modules and ultimately templates. Simplifying and optimizing navigation, implementing consistent and repeatable design patterns, made finding deals, searching for products, adding items to cart and checking out simpler and more rewarding.
Loyalty Redesign
Quill simplified their points structure, gamified earning and leveraged past purchases to make rewards more relevant. We re-organized the Rewards Center and integrated rewards redemption into checkout, so every purchase could redeem a reward.
Rewarding New Customers
We created an onboarding experience specific to new customers that explained the benefits of Quill in easy to understand terms, highlighting the Rewards program and their commitment to customer service. New customers could earned Rewards for actions like filling out their profile, or learning about benefits, in addition to purchasing.
See what Quill looked like prior to the reinvention.
My Role
I was the Creative Director on this engagement. I partnered with Strategy, Customer Experience and Brand, and led the UX and Art Direction. I presented and sold work to the Quill Senior Leadership Team, and ultimately saw the concept through to execution guiding Quill’s in-house Creative Director and the Quill Dev Team.
The Team
Creative Director, Digital: Bronwyn Anderson
Creative Director, Brand: Ashley Leder
Creative Director, Comms: Rachel Abrams
Senior Art Director & UX: Nelson Wong
Director, Customer Experience: Kevin Hisko
Strategy: Nicholas Lorenzi, Olivia Foster
Director, Digital: Dustin Nantais
Director, Project Management: Diana Lee
Senior Leadership Advisor: Beverly Vaters