The 1

Craftsmanship Co. partnered with The 1, Central Group’s loyalty platform, to develop a new brand identity system under a Digital-First Brand Identity approach. The project focused on building a scalable identity system designed to operate at platform level—supporting both digital and offline applications, while remaining adaptable across partners and multiple business units. Rather than a visual refresh, the work was framed as a structural identity system—ensuring clarity, consistency, and long-term usability across all brand touchpoints.