To launch their new loyalty program, JCPenney wanted to do something different and unique to bring to life the feeling of receiving a bonus. So, we created a new catchphrase for the brand: “That’s So Bonus,” to capture the out-of-this-world joy and excitement that comes when you get more than you expected—whether it’s a free side of fries at the drive-thru or a complimentary pair of jeans in a surprise BOGO.

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To bring “That’s So Bonus” to life, we also enhanced JCPenney’s visual identity by turning up the color, creating a playful and exuberant look for the brand as part of our overall visual identity and brand voice overhaul.

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CREDITS:

Client: JCPenney
Agency: Badger & Winters
Production: Patrick Donovan
Director: Matthew Dillon Cohen
DP: Nick Bupp
Editorial: Matt Schaff
Graphics: Sander Brouwer
Colorist: Josh Bohoskey
Role: Copywriter + Content Strategist