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+# Loyalty Flyer Redesign Brief
+
+## What's Wrong with the Current Flyer
+
+- Says "the Coffee Shop" — no Basecamp branding anywhere
+- Generic stock photos, no personality
+- Cold, transactional copy ("Terms and conditions may apply")
+- Could belong to any chain in the world
+
+## Goal
+
+A flyer that feels unmistakably Basecamp Coffee — warm, community-focused, and worth a second look.
+
+---
+
+## Copy
+
+**Headline (replace "LOYALTY PROGRAM"):**
+> Basecamp Rewards — because regulars deserve more than just coffee.
+
+**Body (replace generic description):**
+> Every visit adds up. Earn points with every purchase at your local Basecamp, and redeem them for free drinks, food, and a few surprises along the way.
+
+**How it works (replace dry bullet list):**
+> 100 points → free drink (any size, your choice)
+> 200 points → free food item
+> Plus: a little something on your birthday. 🎂
+
+**Sign-up line (replace "Ask a barista at the counter"):**
+> Ask your barista to get you started — takes about 30 seconds.
+
+**Remove entirely:** "Terms and conditions may apply." — this is not who we are.
+
+---
+
+## Visual Direction
+
+**Colors:**
+- Background: warm cream (#F5F0E8)
+- Accent/border: forest green (#2D5016)
+- Text: dark charcoal, never harsh black
+
+**Photography:**
+- Real Basecamp moments — a barista handing a drink to a regular, friends at a table, latte art being poured
+- Warm lighting, authentic smiles
+- NO generic stock photos of white mugs or blank punch cards
+
+**Typography:**
+- Headline: clean serif or friendly sans-serif — warm, not corporate
+- Body: readable, approachable
+- No all-caps blocks of text
+
+**Logo:**
+- Basecamp Coffee logo prominently placed — top or bottom
+- Should be the first thing someone notices, not an afterthought
+
+---
+
+## Tone Reminders
+
+- Warm and genuine, not corporate
+- Speak to the community, not "customers"
+- Use "your local Basecamp" not "our stores"
+- Short sentences. Scannable. Human.
+
+---
+
+## Tools to Create This
+
+- **Canva** — easiest, has coffee shop templates you can customize
+- **Adobe Express** — free, good for brand consistency
+- **Midjourney / DALL-E** — for generating on-brand photography if needed