Bread Financial, a prominent provider of white-label credit cards to hundreds of national retailers, encountered several marketing challenges during their transition from Comenity Bank to Bread Financial. Their primary hurdle was limited brand recognition. Additionally, their B2B microsites lacked consistency in presentation and depth of information, as research revealed that business users found it challenging to comprehend the provided information. Moreover, the lead generation forms had a low conversion rate. These issues collectively emphasized the need for a comprehensive redesign to enhance brand recognition, provide clear product information, ensure visual continuity, and optimize lead generation for Bread Financial's B2B microsites.
Collaborating closely with a content strategist, we conducted client workshops to craft a captivating story that conveyed business value and resonated with the audience. This process guided the creation of meaningful copy that engaged users. Building upon the compelling narrative, I developed flexible templates to ensure scalability across multiple products. The visual design team integrated the Bread design system language into the templates, ensuring visual consistency and accessibility compliance. To optimize the user journey, we collaborated with the sales team to streamline the lead generation form, reducing friction. This comprehensive design solution addressed branding, messaging, visual design, and KPI success, resulting in a better reflection of Bread Financial’s industry leading experience.