Product/Brand: CMR Puntos
Piece type: Printed catalog
The challenge was to design a loyalty catalog that balanced editorial appeal with functional clarity. My role focused on creating a visually organized, brand‑aligned publication that showcased the reward offering and elevated the perceived value of the CMR Puntos program.
🎯 Project Objective
To develop the sixth edition of the CMR Puntos loyalty catalog, presenting the full range of products available for redemption through accumulated points. The goal was to deliver a clear, attractive, and easy‑to‑navigate printed piece that strengthened user engagement with the rewards program.
🔍 Strategic Insight
A loyalty catalog is not just a product showcase—it’s a motivational tool. Its design must guide users smoothly through categories, highlight aspirational items, and reinforce the emotional value of redeeming points. Visual hierarchy, intuitive navigation, and brand consistency were essential to support decision‑making and enhance the reward experience.
💡 Creative Approach
The catalog was structured around clear category segmentation, consistent visual hierarchy, and an editorial aesthetic that balanced functionality with appeal. Key considerations included:
• Organized layouts that support quick scanning and comparison
• Graphic clarity aligned with CMR Falabella’s brand standards
• Visual cues that enhance the emotional dimension of the reward experience
⭐ Outcome
A well‑structured, visually engaging publication that reinforced the value of the points system and elevated the overall loyalty experience. The final piece delivered a smooth reading flow, clear product organization, and a polished editorial presence aligned with the brand.
