Stockmann Loyalty App – renewing the visual story

An engaging visual narrative and communication concept.

Concept developmentVisual narrative

How to stand out in the world of endless possibilities

In a retail landscape where customers are overwhelmed by choices — where to shop, how to shop, which brands to shop — loyalty is more important than ever. 

As part of renewing its longstanding loyalty programme, Stockmann also saw an opportunity to redesign their mobile app. 

Unlocking the loyalty with iconic elements

Stockmann commissioned Motley to create an engaging visual narrative for the app, based on the programme’s core feature of creating value for customers throughout their entire lives.

To bring the physical Stockmann experience into mobile, and communicate how the progression of time creates deeper relationships, Motley was inspired by iconic elements of the department store.

Illustrations of Stockmann’s clock (Stockan kello), its elevators and the long-winding staircases - all elements which themselves have stood the test of time - are translated into the application’s visual world. 

From refined visual narrative to more than 100 000 downloads

The loyalty app concept of “Kanssasi aina” goes beyond illustrations. In fact, it became the tagline for the entire programme’s marketing campaign.

“Kanssasi aina” is a scheme composed of the loyalty program elements, bringing together the familiar visual language of Stockmann and its new approach to loyalty. 

The app renewal ended up comprising of its visual design and illustrations, a marketing concept that included key messages, a launch film and a brand guide for the visual language of the loyalty programme.  MyStockmann loyalty app was downloaded over 100 000 times during its launch month.


Film Production: TBWA\

App Production: Digia

Marketing Illustrations:

Agent Pekka / Pietari Posti

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Jens KrogellCEO, Co-founder+358 40 742 6062
Miikka VartiainenCommercial Director +358 50 447