These are product home pages for Rewards credit cards. Some were new products, while others simply needed a design refresh.
The product team felt Citi's voice had become a bit stale and asked me to "push things a bit", knowing that most of what I proposed wouldn't pass Legal's sniff test; any writer's favorite kind of project.
I studied each card’s target demographic, then pushed the boundaries of Citi's slightly sterile tone.
*Bonus: I also wrote the Strata Card's application form.
Stamped from stainless steel and reserved for wealthy clients, simply holding the Strata Elite card is an experience. Cardholders enjoy guaranteed rooms at the finest hotels, zero foreign transaction fees, and even VIP 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.
