The purpose of the InCircle program is to build loyalty with the Neiman Marcus clients. We updated and refreshed the campaign by refreshing and educating the message with big direct headlines. This included creating a library of graphic assets, updating the logo, and creating a fresh and cohesive campaign.
Throughout the campaign, the voice came from the point-of-view of InCircle, as if it was your friendly in-the-know companion engaging you in conversation. There's a clear intention to move away from a corporate voice to keep it relevant to all NM shoppers and cut through the noise of other communications.