To drive engagement and sustain sales during a key seasonal window, we created Summer of Extras—a gamified rewards activation designed to turn everyday orders into momentum-building milestones.

Our team led the campaign’s design system and tonal direction, building a playful, collectible world that made earning feel culturally relevant and craveable. From logo development and badge design to landing pages, app dashboard experiences, and CRM journeys, we brought the platform to life across every touchpoint.

I helped shape the voice and narrative framework, ensuring the experience felt cohesive from first opt-in to final milestone. The campaign integrated monthly streaks, time-bound bonuses, and prize drops—supported by email campaigns, push, in-app modules, OOH, and retail moments.

The result was a fully immersive rewards ecosystem that blended brand personality with behavioral design—driving repeat visits while making Chipotle the most extra part of summer.