Citibank

Credit on Target
Credit Meter

CREATIVE BRIEF

Credit-Point System for managing credit purchases – Weight Watchers uses points for managing meals. When you join, you’re weighed and assigned a range of points per day; each thing you eat is worth a certain amount of points, calculated by measuring the calories, fat, and dietary fiber of the food. It’s an easy way of doing portion-control, which is essential to most successful diets.

Citi’s Credit-Point System approaches credit as though it were a diet – you have to eat (spend), but you have to keep track so you don’t go over what your body (budget) can handle. A simple credit-allowance calculator could be created, similar to Weight Watchers’ point-counting tool. Their version is basically a paper slide rule with ranges of calorie, fat, and fiber amounts; you match these up and the total point value appears in the little window. Citi’s version could be similarly pocket-sized and could include things like “purchase price,” “credit card interest rate” and a third variable, to give the user a point value for the purchase they’re about to make. The consumer then matches that against the points they’re allotted (per week, month, whichever the case) and decides if this is a worthwhile purchase at this time.

SOLUTION

Since Citibank wanted to have two versions of their promotional in-branch wallet calculator – one with two variables and the other with three – the following logos and final designs were provided, each with its own program name and distinct style.

Credit on Target logo

Credit on Target wallet calculator

Credit Meter logo

Credit Meter wallet calculator

The Credit Meter version has another variable: (%) Percent Interest Rate

Old concepts

The following concepts were early iterations before the project changed into a tangible object: a wallet-size (ie, credit card size) pocket calculator. This was when the program was going to contain just handouts and other in-branch materials and not a wallet calculator.

DATA and MATH worksheet

Once the project turned into a pocket calculator concept, some tricky data and math problems needed configuration. When the third variable, interest rate, was introduced, the data and math alignment required much more fine-tuning.

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