CITIBANK FLEX PAY FAMILY PAGES
THE CHALLENGE
Citi wanted to drive adoption of its new “Buy Now, Pay Later” feature, Citi Flex Pay. But their rigid design framework wasn’t equipped to showcase multiple co-branded offerings (Amazon, Amazon Pay, American Airlines) while still feeling cohesive, clear, and on-brand.
THE IDEA
Create a flexible design system that worked across all partners—tailored enough to spotlight each unique benefit while unified under a single, intuitive experience.
CITI FLEX PAY PAGE
CITI FLEX PAY WITH AMAZON AND AMAZON PAY
CITI FLEX PAY ON AMERICAN AIRLINES
RESULTS
The pages became a benchmark for Citi’s digital experience, boosting customer understanding and enrollment while opening the door to $2M in additional business. The work not only proved the value of design innovation but also strengthened Citi’s trust in the creative team.
ROLE
As Creative Director, I led the design and copy team, championed a user-first approach, and convinced skeptical stakeholders to step outside Citi’s standard framework. By balancing strategy with creativity, I helped the client see innovation not as a risk, but as a competitive advantage.