U.S. Bank Retail Payment Systems Digital Marketing & Creative Strategy
As a UI Designer on U.S. Bank's credit cards digital marketing team, I created compelling visual assets across multiple channels while contributing to campaign strategy and ensuring brand consistency during a major brand refresh.
Challenges
In a highly competitive financial services market, U.S. Bank needed to:
- Maintain a consistent yet engaging brand presence across digital touchpoints
- Create impactful advertising that would drive credit card applications
- Coordinate with external agency partners while ensuring brand standards
- Develop assets that balanced creativity with strict financial industry regulations
My role & responsibilities
As part of the digital marketing team, my responsibilities included:
- Designing animated banner ads for digital campaigns
- Providing design feedback on agency-proposed campaign concepts
- Implementing new brand standards across digital marketing materials
- Collaborating with marketing strategists to align visual assets with campaign goals
Results
My contributions to U.S. Bank's digital marketing efforts helped:
- Create visually cohesive campaigns across multiple digital touchpoints
- Successfully implement the new brand identity across marketing materials
- Establish effective workflows between internal teams and agency partners
- Maintain brand consistency while creating engaging, conversion-focused designs
Key Projects
Social media content
Created engaging social assets that translated complex card benefits into visually appealing, shareable content while maintaining the U.S. Bank voice.
Digital advertising campaigns
Designed cohesive ad sets for credit card promotions that maintained visual interest while clearly communicating benefits across different formats and sizes.
Co-brand development
A significant part of my role involved managing the visual experience for partner-branded credit cards, including creating and maintaining microsites for Harley-Davidson, Kroger, Skypass and other co-brand partners.
Process & Involvement
Campaign design and development
- Collaborated with marketing leads to translate strategy into visual concepts
- Created multiple versions of animated banner ads, social posts, and web assets
Agency partnership
Working with U.S. Bank’s agency partners required a balanced approach:
- Participated in concept presentations from creative agencies
- Evaluated concepts for alignment with brand standards and marketing goals
- Bridged communication between agency creatives and internal stakeholders
Brand refresh implementation
During U.S. Bank’s comprehensive brand refresh, I:
- Helped transition existing marketing materials to the new brand system
- Collaborated with the broader design team to ensure consistent implementation
- Developed new templates and component designs aligned with the updated brand
Learnings
Working at the intersection of design, marketing strategy, and brand management enhanced my ability to create purposeful designs that serve both business objectives and user needs.
Creativity within constraints
Balancing creative expression with established brand standards
Cross-functional collaboration
Effective collaboration between in-house teams and agency partners
Objective design
The importance of strategy-driven design in marketing
Forward-thinking
How to implement large-scale brand transitions while maintaining brand equity
