CITI CUSTOM CASH

Twenty twenty-one ushered into existence a new decade and with it a new world where people's lives and spending habits had changed. In particular, Millennials.
Citi's research showed their spending varied month-to-month based on shifting interests and priorities but that their current credit cards didn't reward their new spending patterns. Citi developed the Custom Cash Card to respond to this new need, a revolutionary product that automatically adapts to cardmembers' ever-changing spending needs.
To launch the new product, we created a bespoke expression of the Citi brand with a youthful and elevated aesthetic centered around the new card's auto-adapting rewards.