In the process, I leaned on my design experience from working on similar challenges at American Express, particularly in redesigning components for their credit cards. At Amex, I had access to extensive research data and long-term A/B testing insights, which I used as inspiration for creating effective component designs for this project.

Next, I explored the services and partner sites that FoundersCard users frequently engage with, as well as the perks offered through the membership. This helped me understand design conventions, mental models, and visual styles that would resonate with the target audience.

I gathered all available visual assets, but since there were only a few images, I sought additional inspiration to guide my design process. I explored various sources to ensure the final design would be visually compelling and aligned with the project's goals.

I explored several design angles, starting with a redesign that adhered closely to the existing brand with minimal incremental changes.
For the hero section, I proposed featuring the card image itself as a visually effective marketing tool.
For imagery, I selected light and cheerful lifestyle visuals. Additionally, I opted to use the actual color logos of the program participants, recognizing that most users skim rather than read. The familiar shapes and colors of the logos effectively communicated key information without adding cognitive load.

I submitted three versions of a 'vivid' redesign, where the hero featured a vibrant lifestyle image designed to grab attention and emotionally engage the customer. The goal was to help users imagine the lifestyle they could enjoy as elite members of the FoundersCard program. I also incorporated a more contemporary tile design, using high-contrast images and geometric elements for a modern, dynamic look.

I wanted to explore trendy design options that would showcase the future direction of the brand. I created custom graphics, utilized bold color block design principles, and suggested incorporating video backgrounds to add a dynamic and forward-thinking visual element.