Helping a legacy institution modernize loyalty as an enterprise outcome, not just a program.

PNC Bank: Optimizing Cardholder Engagement with Creative Strategy

Client: PNC Bank
Industry: Financial Services
Project Focus: Content Planning, Web UX Strategy, Image Curation, CTA Optimization, Cross-Team Collaboration

Challenge

As part of a broader experience refresh, PNC Bank sought to update its credit card rewards platform to improve engagement, clarity, and conversion across both desktop and mobile interfaces. With multiple cards, benefit tiers, and user expectations in play, the challenge was to make every detail — from images to calls-to-action — meaningful and streamlined.

Approach

I led the end-to-end content planning and creative strategy for the PNC credit card rewards enhancement project. This included:

    • Developed the complete content approach across all cards and reward pages

    • Wrote and refined copy to align with each card’s value proposition, usage context, and redemption mechanics

    • Curated unique, on-brand CTAs and visual targets to drive deeper interaction and intuitive user flow

    • Hand-selected imagery and promotional visuals to support each redemption path (Travel, Gift Cards, Cashback, Merchandise)

    • Balanced brand standards with lifestyle appeal for a more human, actionable interface

    • Acted as the central strategic liaison between Epsilon’s tech and creative teams and individual card leads at PNC

    • Navigated multiple review cycles to ensure accuracy, brand compliance, and UX best practices

    • Helped prep the content for usability testing and post-launch behavior tracking via Google Analytics and Crazy Egg/HotJar

Outcomes

  • Fully designed and approved homepage + benefits page (desktop & mobile)

  • Unified content voice across all PNC cards with custom CTAs and redemption promos

  • Stronger alignment across internal tech, marketing, and design teams

  • Strategic framework for future content testing, heatmaps, and personalization

Services Provided

  • End-to-End Content Strategy

  • CTA and Visual Target Mapping

  • Copywriting & Editing

  • UX Recommendations

  • Design QA & Collaboration

  • Analytics Planning Input

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