New engagement mechanics aligned with an updated brand image

Redefining a Truly Unique Loyalty Model

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Loyalty customers deserve

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While undergoing a brand image transformation, Desigual identified the challenge of finding ways to engage with new generations and future customers at the same time. 

Generating loyalty with customers

Challenge

frog conducted workshops, surveys and interviews with Desigual team members to understand brand and customer expectations from a loyalty program. This enabled us to create a program that fosters long-lasting relationships between the two.

A new kind of loyalty

Solution

frog envisioned the future loyalty model, value proposition and key factors to activate it. Aligned with all company stakeholders and supported by customers’ insights, Desigual launched the new program to see a 20% increase in member engagement.

Engagement boost

Outcome

Project highlights

Redefining the loyalty program

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Since the inclusion of the new features, Desigual has seen an increase of more than 20% in their new members engagement ratio.

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Partnerships, presents and exclusivity

A closer look at our new program

Loyalty: à la mode 

Deepening Customer Engagement with IKEA Retail

Deepening Engagement & Loyalty with Their Best Customers

Grounding the Made of Air Brand

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“Working together, we were able to create a foundation for growth that is both true to our company and our mission as founders, and forward-looking enough to continue to scale with us in the years ahead.”   

Made of Air, a Berlin-based startup, has developed a revolutionary new carbon-negative thermoplastic. The material is produced using wood waste from forests and farms, in a process that stores more carbon than it emits. With their cutting-edge sustainable materials and a bold mission to disrupt resource-intensive, carbon-polluting business-as-usual, Made of Air is transforming products in the worlds of mobility, consumer goods and the built environment. In preparation for their next stages of growth, the venture came to frog for help launching a comprehensive new brand strategy and identity.
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The frog team of venture design leads, strategists, visual and industrial designers, and a program manager worked closely with Made of Air to reflect the venture’s business objectives at each phase of research and design. Working in continuous collaboration with the founders, the team began by laying a strategic foundation anchored in key customer, ecosystem and value chain insights. Building on top of this structured brand framework, the team created a new visual identity and designed a complete system for expression across all verbal, visual and material embodiments of the brand. The result is a clear, consistent, recognizable brand identity and company positioning enabling Made of Air to accrue value and capture the attention of purpose-driven lead investors, mindful partners and top, diverse talent.

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Setting the Foundations
The first phase of the frog + Made of Air collaboration involved setting strong, differentiated foundations for the Made of Air brand—from defining a core purpose, to solidifying a go-to-market strategy and aligning on a partnership vision. As Made of Air offers a revolutionary new material requiring clear explanation, it was also mission-critical to establish a precise-yet- accessible vocabulary and communication style for the brand and its offering.
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Visualizing Climate Action
Inspired by the possibility of Made of Air’s signature carbon-negative thermoplastic, the frog team created rich imagery of the distinctive black material in various applications, from home furniture to architectural facades. These assets have become an arresting addition to Made of Air marketing and sales materials.
Over the course of the program, the team also worked together to tell the story of the brand through a radically new mark. The mark began with the six carbon ring of benzene, depicted by the hexagon. This shape was chosen and modified to evoke the carbon cycle—the process of carbon moving through our air, plants, oceans, animals, soil and back again. The broken hexagon of the mark reflects Made of Air’s commitment to helping reverse climate change by capturing carbon from this natural cycle and sequestering it permanently.

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Driving Business Outcomes
Despite working remotely from homes and studios across Europe, the frog and Made of Air team maintained constant alignment on the program’s goals. The frog team helped Made of Air to distill its purpose to a single statement: ‘We are in business to reverse climate change.’ The new brand solidifies Made of Air’s position as an ambitious venture built on sustainable purpose, willing to challenge conventional thinking on environmental and climate action. At a crucial stage of growth, the new brand story rallies the team and their partners–and advances their multi-bottom line agenda. Reflecting on the collaboration, Neema Shams, Made of Air’s Chief Commercial Officer says, “Reexamining all that we did, it’s pretty mind blowing. We’ve already gotten a speechless reaction from a few of our board members.”

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<h3>Listen to the frog + Made of Air podcast episode</h3>
<iframe loading="lazy" src="https://player.simplecast.com/05b66c7f-5b0c-4286-aa5d-c9c23ff0cfcc?dark=true" width="100%" height="200px" frameborder="no" scrolling="no" seamless=""></iframe>

Following just 10 weeks of engagement, the Made of Air Brand re-launched in October 2021 with a complete brand strategy and brand playbook, sales pitch materials, a new verbal and visual identity, a completely redesigned website and a new brand mark that better connects to the company’s vision of breaking the carbon cycle. As part of the frog ventures portfolio, frog and Made of Air are well positioned to disrupt traditional business models and motivations and make a mark on the planet through sustainable innovation and regenerative design.  

A Sustainable Solution for Indoor Air Pollution

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For hundreds of millions of Indians, intense air pollution is a fact of life. In 2019, the nation’s air quality index was <a href="https://www.iqair.com/us/india">five times higher</a> than the World Health Organization’s recommended exposure levels. 
Such poor air quality is widely recognized as a major risk factor for many physical and mental health conditions. <a href="https://www.thelancet.com/action/showPdf?pii=S2542-5196%2820%2930298-9">Recent research</a> from The Lancet shows once again that its impact on India is significant: in 2019, air pollution was responsible for the deaths of 1.67 million Indians, leading to US$36.8bn in economic losses. Critically, over one third of those deaths were attributed to household air pollution.
That’s why a team of designers and engineers in frog’s Bangalore studio, along with frogs from Milan and Madrid, decided to tackle the problem of indoor air pollution. After conducting initial field research and market analysis, the team identified four key experience principles to drive the conceptualization and design process. 
Breathable: Air pollution makes even normal breathing feel difficult, so the solution must make breathing feel more effortless. 
Natural: Industrial pollution has caused the problem, so the solution must rely on natural and sustainable materials and processes as much as possible. 
Proactive: Many people are simply unaware that the air in their homes is polluted, so the solution must actively inform users about air quality to enable them to take appropriate action. 
Affordable: The majority of air filtration systems on the market are unaffordable for the average Indian consumer, so the solution must be less expensive. 
After conceptualizing multiple possible solutions, the frog team decided that moss, which effectively filters carbon dioxide and particulate matter, was the perfect natural material to build around. By housing the moss in a connected shell along with various air quality sensors, the team created an integrated filtration and feedback system equipped to provide users with real time air quality data through both mobile and web touchpoints. 
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Meet Vyoh
This natural, elegant concept further informed the product and brand development, resulting in Vyoh—an intelligent and sustainable biophilic filtration system that requires minimal maintenance and is always on. As this product is targeted for the Indian market, the name &#8216;Vyoh&#8217; was created by combining two Sanskrit words related to atmosphere – &#8216;Vyuha&#8217; and &#8216;Vayu.&#8217; 
A typical Indian household has approximately 22 &#8211; 60mgs of particulate matter. A Vyoh panel of 470x940mm can eat up to 40mgs of dust and 74gms of CO2 everyday. Based on existing data, a single moss wall of 900 x 1500mm can help to reduce dust and greenhouse gases everyday for a standard 2 BHK apartment in Bangalore, India.  
Unlike traditional air purifiers, Vyoh is a discreet and stylish functional element in the home. When manufactured, Vyoh would be roughly half the cost of electric air purifiers on the Indian market, with an initial estimate of ₨4500 ($59/€50).

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With its combination of function, design and affordability, Vyoh is a concept poised to help consumers in India and beyond breathe easier in a sustainable manner. 

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Design experiences and build products that transform businesses

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Our frog studio in Madrid welcomes brave organizations and individuals who are eager to craft focused strategies, realize market-changing ideas and build products and services that advance the human experience. 

<a href="https://www.frog.co/contact" target="_blank">Contact frog Madrid</a> to: 

<ul>
<li>Transform culture and adopt an innovation mindset</li>
<li>Deliver exceptional customer experiences</li>
<li>Uncover customer insights</li>
<li>Map emerging market trends and technologies</li>
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Bring Bold Ideas to Life

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We put the patient first, helping companies bring digital innovation and technology to the healthcare and pharmaceutical sectors.

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Transforming Healthcare for People

We help financial services companies map emerging technologies and market trends to develop future-proofed strategies.

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Creating New Experiences in Financial Services

We support companies in building and maintaining trust with customers as they reimagine the future of mobility, infrastructure and retail.

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