Taco Bell Explore — Brand Systems & Experience Strategy
Taco Bell Explore repositioned loyalty as an experience system rather than a transactional program—rewarding participation, movement and cultural engagement instead of purchases alone. Integrated within the Taco Bell app, the platform connected real-world behavior with digital expression, encouraging fans to share everyday moments through social participation.
I led the development of the brand system, manifesto and identity framework, designing a flexible visual language built to scale across digital, social and experiential touchpoints. The identity emphasized motion and discovery through open forms, modular geometry and dynamic spacing—allowing the system to adapt fluidly to evolving content, contexts and user behaviors.
The result was a cohesive, social-first brand ecosystem that bridged physical and digital experiences—deepening engagement, extending brand relevance and establishing a foundation for ongoing participation rather than one-off campaigns.
