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 ❤️THE QUESTION
How do you make everyday spending feel valuable without losing clarity?
What we did
Built a visual system that transformed everyday purchases into compelling stories.
Watermelons, gas nozzles, restaurant dishes, Amazon packages became bold visual moments instead of forgettable transactions.
Each spending category got its own identity while staying part of one cohesive system.
The approach worked modularly, scaling across web banners, social, and email while remaining cohesive and distinctly recognizable.
why it mattered
The dynamic approach of a kaleidoscope made forgettable spending categories impossible to ignore.
In a rewards landscape where everyone talked about cash back the same way, Discover finally owned a visual space.
Teams loved it because it gave them a flexible system that worked everywhere, not just one-off tactics.
