Art Direction and Design by Sabrena Ellison for LoyaltyOne.
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/702426aa8acdfbdb3a4e6efbdff9aa7b/747d6673-65c4-497a-a339-72bbd78b7273_rw_1200.jpg?h=9942d1b484c6d1d4a24e8210f5758cdb)
![](https://pro2-bar-s3-cdn-cf6.myportfolio.com/702426aa8acdfbdb3a4e6efbdff9aa7b/70d2c6b4-74d0-46c4-9d7e-4b3a2baf067b_rw_600.jpg?h=5373e0c878a494f50292c1c003b2b7d4)
![](https://pro2-bar-s3-cdn-cf1.myportfolio.com/702426aa8acdfbdb3a4e6efbdff9aa7b/9ee1aa1a-d2d0-4260-a743-aa99ac30c51a_rw_1920.png?h=6cc05b0e7d90d7ceff01662c25e16139)
Brief was to design a brand identity to launch the new online Human Resources portal for LoyaltyOne employees. The goal was to have a recognisable word mark that visually represents the portal's career-wayfinding service.