Client

Year

Deliverables

In mid-2015 Capital One 360 finalized research culminating in the need to refocus  marketing for the high income affluent segment of their target audience.

The first project from this initiative was a tiered savings conditional offer, based around incrementally increasing bonus tiers. Bonuses ranged from $50-$500, determined by the amount of the customer’s initial deposit.

The ask was to convey enduring product value while offering top-of-market bonus with an affluent bent.

The very happy, friendly 360 Savings brand to higher end aesthetic called for an exploration in using the current brand standards while pushing the boundaries of the brand.

A new texture was introduced with a subtle wave pattern chosen to subconsciously give a nod to forward motion. Paper quality was upgraded from a standard matte to a mid-weight gloss with foil stamping on specific segments.