As Soma reimagined its customer rewards experience, the opportunity extended far beyond launching a new credit card. The brand needed a loyalty program that felt as thoughtful and effortless as the shopping experience itself, creating meaningful connections while celebrating the customers who return time and again.

Tantrum partnered with Chico's FAS to create the complete identity and communications system for Soma My Rewards. From the program name and visual identity to the messaging platform, membership architecture, and launch campaign, every element was designed to reflect the brand's focus on comfort, confidence, and care. The result was a rewards ecosystem that felt welcoming, intuitive, and unmistakably Soma from the first interaction to every purchase that followed.

Tantrum developed a flexible identity and messaging system that simplified the customer experience while maintaining consistency across hundreds of digital and physical touchpoints. By establishing a clear visual language, tone of voice, and communications framework, the program created a foundation that could scale without sacrificing the warmth that defines the Soma brand.

Every touchpoint, from digital application flows and ecommerce experiences to email communications, packaging, direct mail, and in-store messaging, was designed to create a seamless customer journey. Together, these moments reinforced a program that felt personal, approachable, and easy to engage with.