CITI CUSTOM CASH

Twenty twenty-one marked the start of a new decade and a new world. People’s habits had shifted, especially among Millennials, whose spending changed month to month based on evolving interests and priorities. Citi’s research showed that traditional credit cards were not keeping up.
    To meet the moment, Citi launched the Custom Cash Card, a product that automatically adapted to each cardmember’s changing needs. We created a bespoke expression of the Citi brand to launch it, combining a youthful and elevated aesthetic with a focus on the card’s auto-adapting rewards. The result was a campaign designed for a generation that values flexibility, spontaneity, and ease.