Citi Points Transfer Campaign

Get There Your Way Campaign

What Was The Goal

As Art Director, I led the concept and execution of Citi’s ThankYou Rewards campaign—a creative transformation of the brand’s loyalty program into an emotionally-driven, lifestyle-centered experience. Tasked with designing a campaign that would re-energize existing members and drive new engagement, I crafted a bold, aspirational visual story that turned complex reward options into moments of personal value. The result: a stunning, award-winning campaign that drove record-breaking engagement.

The Challenge

Citi’s ThankYou Rewards program had robust features—but low emotional connection. With hundreds of redemption options and a complex point structure, the campaign needed to both educate and inspire.

Our goal was to spark re-engagement among dormant members, attract first-time redeemers, and boost traffic to the Points Transfer portal.

"I didn't know I had so many points"

"What can I really do with all of these rewards?"

What I Did

Concept Development: Created a lifestyle-forward campaign idea—“ThankYou Means More”—positioning points as a pathway to meaningful, everyday moments.
Art Direction: Led the visual design across touchpoints, developing aspirational scenes with bold color, cinematic composition, and editorial typography.
Mockups & Creative Iteration: Designed a range of explorations for internal and client review, refining the story across digital, direct mail, and social channels.
Client Collaboration: Partnered closely with Citi marketing stakeholders, aligning creative with strategy while pushing for boldness and clarity.
Production Oversight: Delivered fully realized assets across media formats, ensuring cohesion, polish, and performance.

The final campaigns positioned ThankYou Points not as a bank of numbers, but as currency for experiences—travel, tech, fashion, food, and more. Each visual touchpoint told a piece of that story, from direct mail that unfolded into lifestyle-driven narratives to digital banners that animated the transfer process with warmth and elegance.

Mockup designs of the packaging and layout

The inside mailer depicted holiday festivities and stories around the world and encouraged members to use points to travel

Rollout mailer that included postcards to encourage travel

Final cover utilized special printing techniques inside and out to enhance the experience and cater to premier memebers

The Impact

The campaign wasn’t just beautifully executed—it delivered exceptional, measurable impact:

226% increase in transferred points within the first month
42% of redemptions came from members who had never redeemed points before
2,768% increase in visits to the Points Transfer website
134% more page visits during the campaign year vs. the previous half-year
Echo Award Winner, recognizing outstanding creativity and performance