Loyal Tilly

I created a comprehensive brand identity for Tilly—Ireland's innovative cardless loyalty platform. My task: develop a fresh, modern loyalty brand that would transform how local businesses and customers engage with reward programs.

Using an Irish Wheaten Terrier as our hero, I captured the essence of this friendly, approachable brand through bespoke illustrations deployable across website, social channels, and all branded touchpoints.

The challenge was creating a distinctive identity that would stand out in the digital loyalty space while appealing to both businesses and consumers. My solution: a warm, wholesome brand centered around Tilly, our charming canine mascot who perfectly embodies loyalty, dependability, and community spirit.

The visual language balances playfulness with professionalism through clean modern illustrations, friendly typography, and a vibrant color palette that feels distinctively Irish without resorting to clichés.

From strategic brand development and character design to comprehensive guidelines and marketing concepts, I built a complete system that brings Tilly to life across all customer interactions—creating a loyalty experience as memorable as it is effective.