Designing and Scaling Premium Membership Ecosystems

We built a scalable ecosystem that blends premium branding with emotional connection, helping 20+ brands turn their biggest fans into lifelong advocates.

Explore the Ecosystem View Highlights

The Mission

Today’s consumers crave connection, not discounts. Yet most loyalty programs are transactional, cookie-cutter, and easily forgotten. We saw an opportunity to build something more enduring: premium, story-driven memberships tailored to each brand’s identity, voice, and values — blending digital convenience with tactile, personal experiences.

The Ecosystem We Built

What started as a single program became a scalable ecosystem.
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I led the design and strategy behind a white-labeled infrastructure that supports 20+ active programs — each distinct in brand, but unified in member experience. Our modular system enables fast launches, flexible tiers, and seamless blending of:

Custom onboarding flows
Member dashboards and digital cards
Quarterly bottle shipments and welcome kits
Exclusive events and RSVP systems
Referral, gifting, and renewal logic
Always-on concierge touchpoints

When we launched our first membership, the response was immediate and heartfelt. It wasn’t just the bourbon that left an impression. Members flooded our concierge inbox with gratitude for being invited to join such a special journey. That moment shaped our entire approach: loyalty isn’t bought, it’s felt.

My Role as Design Director

At the heart of this work is cross-functional orchestration. I instituted and managed a multidisciplinary team including:

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

I was responsible for:

Building scalable design systems across digital and physical touchpoints
Shaping visual and verbal brand identities for each new membership
Directing unboxing experiences, welcome journeys, and RSVP UX
Aligning stakeholders across product, ops, and client teams
Championing a high-EQ, collaborative design culture across every launch

Strategy

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.

Core Strategy Pillars

Brand-first, System-backed

Each program started with deep brand immersion — naming, tone, visual identity — but was built on a shared technical and design foundation to reduce overhead.

Full Experience Ownership

We designed and delivered everything: websites, physical welcome kits, membership flows, event assets, digital membership IDs, and more.

Modular + Integrated

Every site and backend was modular, connected through Webflow, Memberstack, Zapier, Stripe, PassKit, Klaviyo, Airtable, and other platforms.

Human-Centered, Premium-Focused

We obsessed over tactile moments — wax-sealed letters, embossed coasters, custom packaging — while ensuring digital experiences were smooth and scalable.

How it Works

Each experience is custom-tailored, but the journey follows a proven framework. From identity and enrollment to gifting, referrals, and retention — these are the foundational components I helped design and scale.

The Membership Ecosystem