CAPRICHO Club
It involved the membership strategy and visual identity for the launch of CAPRICHO Club, developed as part of the Google News Initiative. The project aimed to turn the Gen Z audience into an active community through an ecosystem of exclusive and sustainable benefits
The initiative combined CAPRICHO’s editorial authority with technical and strategic support from Google
In collaboration with
Role
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Visual Design, Conversion Architecture
The Challenge
Converting free consumption into a sense of belonging
The challenge was to create an aspirational value proposition that avoided the traditional paywall format, while respecting the brand’s visual heritage and digital-native behaviors.
My contribution & Impact
Conversion architecture focused on user experience
I worked on Visual Design, prioritizing the benefit hierarchy and information architecture to make the offer feel like a natural extension of the editorial content. The final delivery resulted in a strategic asset backed by Google, optimizing conversion for CAPRICHO’s new digital business model.