Ryan Bilello
Design Director — Product & Experience
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DISCOVER — 5% Cash Back

Art Direction, Concept Development, Design, Prototyping, Social Strategy

Role — Art Direction
Services — Brand Storytelling · Creative Strategy · Systems Thinking

Challenge

Bring clarity and relevance to Discover’s 5% Cash Back brand platform

Outcome

Compelling visual storytelling that helped Discover’s 5% Cash Back categories stand out in a hard-to-differentiate category, grounded in everyday purchases

 

IMPACT

1

flexible visual system 🧩
 

4

everyday spend categories 🛒 ⛽ 🍽️ 📦
 

1

boundary-pushing idea ❤️
 
 
 

UNDERSTANDING THE WHY

How do you make everyday spending feel valuable without losing clarity?

 
 

What we did

  • Built a modular visual system turning everyday purchases into moments of interest

  • Reimagined familiar objects as kaleidoscopic patterns

  • Designed compositions to stay simple and instantly legible

  • Created a system flexible enough to scale across spend categories

 
 

why it mattered

  • Made the value of cash back feel immediate and tangible

  • Reframed routine purchases as visually engaging moments

  • Turned everyday spending into memorable brand storytelling

 
 
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