Hispanic pre-approved $400 credit line promotion.
Establish a Hispanic merchandise catalog cover to attract more customers than previous treatments, encouraging the target audience to spend instant funds on Fingerhut catalog merchandise (and simultaneously build a credit history/higher credit limits).
Replace previous figurative visual approaches with a literal design concept to eliminate potential target audience confusion with specific design strategies:
1) Make the credit card image the cover hero to show a concrete representation
of the credit concept
2) Personalize the credit card cover image with the catalog recipient’s name
3) Introduce a gift box icon to indicate that first-time purchasers earn a free
4) Establish Hispanic catalog cover visual brand elements to best
connect with Hispanics:
• Clean Fingerhut banner
• Blue and red two-color execution
• Credit card image
• Gift icon
5) Develop an English language catalog version for recipients requesting
the language preference
• The catalog cover achieved a dramatically higher response rate than any
previous design execution.
• Fingerhut adopted, and consistently utilized, the new cover visual