ISRACARD

Ongoing design and visual language development for Isracard’s customer journeys, supporting daily marketing, retention, and sales communications

What I Did

Leading a design team in intensive, ongoing work on the brand’s customer-facing assets

Sector

Financial Services

Created Under

BDO Digital

Role

Creative Team Leader

When

Jun 2024 - Jan 2026

One of the key challenges in the local credit card market is differentiation. Most brands compete on similar value propositions—cashback, low foreign exchange fees, and card fee exemptions. We identified that long-term retention requires more than functional benefits; it requires an emotional connection. This insight guided our work as we evolved Isracard’s customer journeys beyond transactional messaging, using a consistent and expressive visual language to strengthen engagement and reinforce the brand relationship over time.

Throughout this ongoing work, the focus went beyond improving conversion rates and refining messaging. We developed marketing concepts across multiple Isracard service areas, turning each value proposition into a clear, story-driven narrative that strengthens engagement and long-term brand connection.

Key Projects

'How-To' Videos for New Businesses

A series of educational videos designed as a core touchpoint within Isracard’s “Welcome for Business” customer journey. The content supports small businesses joining Isracard’s acquiring services, helping new merchants set up, activate, and confidently manage their business accounts.

Customer Journeys - Welcome & Retention

Two lifecycle-driven customer journeys addressing different stages of the relationship.
The welcome journey supports new cardholders during their first months, from card activation to discovering benefits and receiving practical financial tips.
The retention journey targets inactive customers, using segmented messaging based on different pain points to re-engage and restore usage.

Interactive Year-in-Review Experience

An interactive, game-like year-in-review experience created in collaboration with Blings. The project transformed annual financial data into a personalized, engaging journey that reflects each customer’s past year with Isracard. The process involved close collaboration with data and technology teams to align storytelling, design, and real-time insights.