At first glance, magicpin looked like any other discount deal platform. Motherland and magicpin's leadership saw it for what it really was: a social rewards platform that revealed a magical world of people, places, products and rewards, all of which added value to everyday transactions. Once articulated, we started to infuse this positioning into every single aspect of brand behaviour – ranging from standard tasks such as developing internal brand books and street signage concepts, to bespoke exercises such as designing interactive experiences for magicpin’s retail partners.