CASE STUDY

Capital One's Venture Card has been a popular product for UpMarket Heavy Spenders (UMHS) since 2010. In an effort to capture a specific target demographic within the upper subsegment of UMHS, Capital One launched the Venture X card as its first premium travel card. With a $395 annual fee, the card offers a range of benefits, including lounge access, travel statement credits, and compensation for TSA PreCheck or Global Entry. I joined the Venture X creative team in July, after the project had been officially launched internally. Despite the development of official positioning, a Welcome Kit, and brief-working creative guidelines, creating a consistent look across deliverables proved to be a significant challenge due to the novel nature of the product. Ie. Flying the plane while building it.

However, I quickly immersed myself in the brand, business, and team culture and have since contributed to over 22 projects within the past 4.5 months, while also consulting on 8 additional projects from other departments. The successful launch of this premium product required collaboration and support from various agencies, and I even had the opportunity to engage in some photo retouching. For more information on select projects, please visit their respective pages.