My cohort partnered with Slalom Consulting to deliver a solution for their client, a globally recognized U.S. sports brand (under NDA).
This project focused on conceptual & creative strategy, so visuals were designed to convey ideas rather than depict a finished product.
After struggling to maintain interest themselves, the client turned to us as Gen Z consultants.
Resonates with Gen Z
Has a long-term loyalty infrastructure
Difficult to balance fresh ideas with a large, established system
Aligned concepts to the client’s 2025+ vision while prioritizing innovative concepts
Adaptable Framework
Limited information on the client’s tech stack & budget
Designed adaptable frameworks that could flex to different tools and budgets
pages of
legacy reports
years of historical data
What have they tried in the past?
What worked and what didn’t?
Where are they hoping to accomplish moving forward?
User Personas & Values
From these insights, we narrowed down our broad target population (Gen Z) to 4 main user personas, which we frequently referenced later on in the process of creating personalized engagement drivers.
Introducing FlameKeepers, a Gen Z–focused fan engagement program designed to transform passive viewers into active brand advocates.
It follows a four-part loyalty lifecycle — Attract, Engage, Retain, Advocate — that ultimately drives all traffic to a mobile app (also called FlameKeepers).
White tags indicate which Gen Z value each feature supports!
Gen Z Experimental Sandbox
A separate FlameKeepers TikTok and Instagram page as a safe way to experiment with emerging Gen Z trends without risking the brand’s established identity
Separation allows for bold, trend-driven experimentation that gives the brand a fresh, Gen Z–relevant identity
Low friction
I focused on designing a highly gamified, attention-grabbing experience so it'd feel fresh, fun, and worth coming back to
A quick onboarding flow for users to select interests, instantly tailoring experiences to their unique preferences.
Personalization
Fans take on creative, social, or in-person client-themed challenges to earn coins, XP, and recognition.
Rewards drive engagement: coins and XP tap into fans' want for recognition & achievement
Build for frictionless sharing: several challenges (e.g. social media) are easy and fun, boosting shareability
Personalized for every fan: Quests flex across interests
Instant Gratification
Social Connection
Personalization
Fans redeem their quest progress for perks that deepen brand connection and deliver instant, personalized value.
Deeper brand connection: Tangible perks turn casual interaction into lasting loyalty.
Perks speaking to user motivations: A Fitness & Sports Enthusiast may redeem a Backstage Athlete Q&A to gain insider access, while a Deal Hunter might redeem a 20% merch discount to maximize savings
Tangible Reward
Social Connection
Personalization
Through progress dashboard and leaderboards, fans can see their growth and compare it with others, staying motivated.
Progress that fuels return: XP, badges, and streaks make fans feel accomplished and eager to unlock the next reward
Leaderboards that feel within reach: Local rankings make progress feel attainable, encouraging active progress and social sharing
Tangible Reward
Instant Gratification
Social Connection
Memorable & shareable experiences: High-impact pop-up in major U.S. cities, powered by local businesses & brand partners, giving fans moments worth sharing
Retention that lasts: In-person interactions build stronger connections, driving future event attendance & repeat engagement
Social Connection
Career-boosting opportunity: College volunteering program that offers hands-on experience, networking, and skill development
Aligned with Gen Z motivations: Taps into their drive to build a strong work track record for career growth
Career Growth
Although I loved the visually appealing fan journey map, I felt that it didn’t accurately reflect a users's progress since since their journey (accumulating XP & points) is more linear than a windy road
In the end, I prioritized intuitiveness over creativity
Instant Gratification
Allow users to quickly sign into in-person events & redeem rewards directly in their mobile wallet
Ultimately cut out due to uncertainty around technical feasibility, budget, and integration process
Arina Patel
8L53
They praised our compelling storytelling and innovative approach, but encouraged us to refine our solution to be more focused and cost-effective.
Familiarity encourages adoption
Innovative strategy should also have focus
Innovation doesn’t mean overwhelming clients with endless options — it means curating a few, compelling ideas into a clear, focused strategy they can act on
Sell the story, not just the idea
Preparing to pitch to executives, whose time is precious, taught me the value of storytelling: making every second engaging & selling ideas that people can rally behind
If FlameKeepers were shipped, I’d measure impact with the following key metrics:
