TABBY
Loyalty that feels local.
Challenge
San Miguel de Allende needed a way to unify local businesses and reward residents and visitors without middlemen or overpriced platforms. Existing loyalty systems felt impersonal and disconnected from real community.
Solution
DLS applied the Revenue-Engineered Branding™ process to build TABBY from the ground up — brand, product, messaging, UX, and launch strategy. We positioned TABBY as "the network San Miguel runs on," combining emotional storytelling with behavioral design to drive adoption and trust. Every decision was shaped by clarity, design, and local truth.
Impact
- •Attracted 3k+ users and hundreds of businesses in the first year
- •Built a complete bilingual brand system, UX, and website
- •Revolutionized San Miguel's local business landscape
- •Expanded membership and merchant partnerships through ongoing brand support
The Transformation
From zero to more than a thousand paying users.
From a rough concept to a living brand, product, and growth engine.
From "what if" to "what's next."
We proved that technology in a small Mexican town could feel human, helpful, and truly local — no buzzwords, no gimmicks, just thoughtful design and consistent education. TABBY helped residents live better, save money, and support the businesses that make San Miguel unique. Hundreds of owners now see tech not as a threat but as a tool for connection.
Ongoing Partnership
We continue to support TABBY with brand growth, feature launches, and campaigns that strengthen its role as San Miguel's most trusted local network. Because at DLS, brand isn't decoration — it's transformation.