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 voice and tone.
I learned everything I could about each card’s target demographic, then mixed Citi’s clea, trustworthy tone with a touch of bold confidence.
Finally, if you search for these pages online, you may notice differences. A lot of differences. That's because the creative shown reflects first drafts; final versions evolved through cross-functional review and iteration.
*Bonus: I also wrote the Strata Card's online application form ›
Stamped from stainless steel and reserved only for high-net-worth clients, simply holding the Strata Elite card is an experience. Cardholders enjoy guaranteed rooms at the finest 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.
