Toronto-based rewards company Drop has launched a rebrand aimed at growth – both geographically, and into the buzzy web3 ecosystem.

Both were developed by Zerotrillion, which was appointed as the brand’s AOR last summer.

Drop is a coalition rewards app that allows users to earn points for purchases from brands they choose, including Lululemon, Sephora, Uber Eats and Nike, whether they are done in-app or through a linked payment card. Points can be exchanged for rewards, typically in the form of gift cards. In 2021, the company also launched the option for users to have their rewards tied to cryptocurrency, with points rising and decreasing in value alongside the crypto market.

Drop entered the U.S. market in 2017 and currently has over 5 million members across North America, and the new brand is intended to help Drop grow in the North American loyalty space. It features 3D effects and motion design, as well as modern photography, all collected in box-shaped frames designed to be evocative of windows – intended to represent window-shopping experiences.

“The design system had to be fresh and dynamic, considering the need for usability in both moving and static media while intriguing current and future users,” explains Sarah Nguyen, Zerotrillion’s CD of design. “We wanted to create an immersive, unified brand that offered a modular toolkit for brand expression — allowing signature expressions to be generated through colours, shapes and photography with each partner brand featured in Drop’s UI and campaigns.”

The new branding had already rolled out across its own UI, marketing channels and communications, yielding immediate returns that include a 34% increase in click-through rates on ads in the most recent campaign period, according to Drop’s own data.

The campaign and branding were a joint effort of Zerotrillion’s trio of offices in Toronto, New York and Amsterdam, and is Drop’s first rebrand since its launch in 2015.