These are product home pages for some of my favorite rewards credit cards. They're a mix of net-new and refreshed landing pages, but the ask was to push Citi's stalwart voice and tone in each case.
I learned everything I could about each card’s target demographic, then mixed Citi’s clear and trustworthy tone with a touch of bold confidence and celebratory language.
The Strata Elite Card is reserved for high-net-worth clients. Simply holding one is an experience, as the card itself is stamped from stainless steel. Cardholders enjoy guaranteed rooms at luxury hotels, zero foreign transaction fees, and elite, often backstage access to sporting events and concerts worldwide. A dedicated wealth management team comes standard.
If you’re offered the Strata Elite Card, you’ve already made it—and you’re still going places.
The Citi Strata Card earns typical rewards points (which Citi calls "ThankYou Points"), but at much higher rates than others. It's positioned as an “everyday” card for shoppers who really love racking up rewards.
Citi's AAdvantage cards exist in partnership with American Airlines and earn air miles instead of rewards points. These customers don't care about gift cards or cash back. They want every dollar to fuel their next adventure.
Grounded in extensive research, this card was designed for small business owners. It offers VIP perks like free airport lounge access, preferred boarding, and serious savings on in-flight purchases. It also accelerates AAdvantage Status—a tiered loyalty system that multiplies rewards exponentially—faster than other travel cards.
