Local Legends Community support program

The Local Legends Loyalty Program is a hospitality initiative designed to reward customers for enjoying a night out at their local venue, while also giving back to the community. With every purchase, a percentage is donated directly to a local charity, ensuring that every pint poured or meal shared has a positive impact.

The program is part of the Raise the Bar Tasmania initiative, which partners with hospitality venues to raise vital funds for community groups across the state. By linking loyalty with local giving, the program not only drives customer engagement but also strengthens ties between venues and their communities.

As part of this project, I developed digital loyalty cards for both Apple and Android wallets, designed and rolled out promotional campaigns, produced merchandise, and successfully launched the program across six venues. The aim was to create a brand that truly resonated with patrons — approachable, community-minded, and easy to engage with.
To achieve this, I used bright, bold colours that foster a welcoming atmosphere, alongside simple, playful illustrations — such as a hand holding a beer — to connect the design back to the pub setting.

Additional creative assets included advertising material, business cards, and merchandise, all crafted to strengthen brand recognition and community spirit.