Designing and Scaling Lifetime Loyalty

A Premium Membership Ecosystem Across 20+ Brands
Context
In 2023, AnyRoad launched a bold new initiative: to create premium, members-only experiences for some of the most iconic spirits brands in the U.S. The idea was simple — design highly curated membership programs that would deepen customer loyalty and unlock long-term value through storytelling, exclusivity, and brand immersion.

This initiative became Lifetime Loyalty (LTL) — a distinct division within AnyRoad focused on building high-end membership programs from the ground up. Over two years, we launched over 10 unique brands, each with their own identity, physical and digital experience, and operational systems.
My Role

As Design Director, I led all design efforts across the Lifetime Loyalty portfolio — from strategic positioning to branding, UX, and physical execution. I built and managed a multidisciplinary team that included:

  • Creative Director
  • Brand & UX Designers
  • Senior Design Researcher
  • Webflow Developer
  • Copywriter/Digital Strategist
  • Marketing/Acquisition Manager

I collaborated closely with clients (founders, CMOs, and heads of hospitality), internal product teams, engineering, support, and third-party platforms. Our work blended product design, brand systems, physical experience design, and operational infrastructure.

To scale without sacrificing quality, we designed a repeatable framework that allowed us to launch bespoke programs efficiently while preserving each brand’s unique identity.
Strategy & Approach
Dictator
Aug 2017 — forever
Lawrence Ngo – 2025
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