CITI FLEX PAY FAMILY PAGES
DESCRIPTION
Citi Flex Pay is a "Buy Now, Pay Later" feature integrated into qualifying Citi credit cards, designed to make purchases more manageable through flexible payment plans. The creative goal was to develop a cohesive set of landing pages to educate customers on the service and increase enrollment. These included pages for Citi Flex Pay, Citi Flex Pay with Amazon, Citi Flex Pay with Amazon Pay, and Citi Flex Pay on American Airlines.
ROLE
As Creative Director, I led a team of designers and copywriters, working closely with the strategy team to find a solution that would elevate each page's messaging and layout. We moved beyond Citi's standard single-strategy design framework to deliver tailored experiences that would better convey the unique value of each Flex Pay partnership.
Citi Flex Pay Page
This page set the foundation for the entire Flex Pay family, establishing the content strategy, information architecture, functionality, and design. It served as the baseline to ensure cohesion across all related pages.
Link to live page here
Citi Flex Pay with Amazon and Amazon Pay
This page needed to house content for both Citi Flex Pay with Amazon and Citi Flex Pay with Amazon Pay. To balance clarity with usability, we introduced a toggle at the top of the page, allowing users to switch between the two offers seamlessly, keeping the page clean and accessible while respecting the established design language.
Link to live page here
Citi Flex Pay on American Airlines
Here, our main focus was seamless co-brand integration. The page design unified Citi and American Airlines branding elements, creating a polished, cohesive user experience consistent with both brands’ visual identities.
Link to live page here
Results
The collective's team thought leadership provided Citibank with sufficient arguments to make them comfortable thinking outside their box/design framework to fully embrace brand innovation. It also opened the door for stronger client relationships and business growth manifesting in more projects — $2M worth of business we were not accounting for.