Team

David Jones - CMO
Amanda Ager - Marketing Manager
Internal Teams: Cards, Member Experience, Senior Leadership,

Outside Vendors: GO Agency, CPI, BurgoPak

Product/Lifestyle Photography: Freya Fernwood

Videography: GO GreenLight Productions

Project History

WECU's credit card suite had a product gap for Mass Affluent Rewards, and so Lux Visa was created to bridge this product gap and give existing members and new members a rewards card that rewards their unique lifestyles and purchases.

Project Goal

To increase credit card adoption with members and new aquisitions.

Brands I looked at:

WECU Lux Visa was positioned as a Mass Afluent card for young and upcoming families who like to spend money on vacations, nights out, and home improvement. Klarna, Savour Card, Sapphire Preferred, Food delivery branding, Travel Luxury brands.

Shots/Creative Color Direction: Darker pallete, teals, navy’s, black; for making the card feel luxury. A slightly vintage feel, in the photography, shots that people can see themselves in, relatable, but the heightened experience factor is what stands out. Not overly posed, authentic, pnw wilderness.

General Direction: their secret guide to Washington, whatcom, skagit luxury. Authentic, leveled up, not day to day, a grand experience, but a real experience. Humble brag, up close scenes but communicating the feeling of exclusive experience. Card is the key to experience.

Positioning: 

More than a night out, more than a day trip, more than a night in

Get x3 points with WECU Lux Visa

Tactics:

‍Website, ‍Email, Digital Ads, Mobile Ads, Social Media, Billboards, Direct Mail, Posters, Flyers, Brochures, and Print Advertising

Campaign outcomes:

• Within the first two months of the Lux card launch, we opened over 400 new cards, over $1 million in new account balances. 
• We did a member survey and got a 4.5/5 for card design, packaging, and card quality.

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Photo Credit for first 5 card images to Freya Fennwood