Rogers Communications
CRM with Canada's Largest and Most Reliable 5G Network
CRM, Art Direction, Design System, Print
Phoebe Tse
Senior Art Director
Rogers is one of the top telecommunication companies in Canada, serving Canadians since 1960. Aside from the day-to-day CRM art directing responsibilities, I had the opportunity to lead several VBI implementation projects in different mediums, spearhead the creation of Fido-Rogers interbrand and dual brand assets and toolkits, conceptualize out-of-box initiatives, and support the NPI (Apple iPhone 14, iPhone 15, and Samsung S23) launches.
Email Modular System
One of the highlights was collaborating closely with the creative team, spearheading the exploration and art direction of several new email modules for the existing Rogers CRM Email Module Toolkit. The goal of this initiative is to introduce dynamic email designs, utilizing segmentation insights to automate personalization for more effective targeting in mass email campaigns.
VBI Implementation
I collaborated closely with the Brand team to integrate the new Visual Brand Identity into multiple platforms, including group benefit portal assets, direct mailer templates, Fido-Rogers interbrand/dual-brand email modular system, and CRM guidelines.
Created templates and asset guidelines with updated VBI for Perkopolis, a group benefits portal.
Implemented 2023 VBI across all direct mailer templates. Pictured: OE letter.
Developed a brand-new interbrand/dual-brand email modular system in Figma by auditing and refining the previous designs built in Photoshop.
Streamlined the 2023 Rogers VBI and Fido brand in the interbrand/dual-brand email and social media ad designs.
Never a Dull Moment
The daily operation while working on the Rogers account ranges from crafting emails, direct mailers, MMS, and social ads to cross-selling the latest offers in residential, mobile, business, and brand-related services to customers. Below are a select few memorable projects.
One of the first residential offers to Shaw customers since the merger with Rogers, featuring the Together with Shaw branding and a Shaw product.
An out-of-box creative exploration for a back-to-school themed win back direct mailer.
An email journey for the launch of the new Apple iPhone 15—pre-order, and launch phases.
Leveraging data from Rogers consumers' usage, we created a personalized email experience to summarize a year-end report for top users.