Exclusively consistent
ClearScore is a free financial app that helps users understand their credit, access personalised offers, and make smarter financial decisions with confidence.
ClearScore Exclusives are major annual marketing campaigns that give users access to curated, limited-time offers from trusted partners. Each campaign is tailored to individual financial profiles, helping users discover relevant opportunities while staying in control of their credit journey.
Client
ClearScore
Year
2025
Category
Marketing , CRM & UI
Type of Work
Concept development
Branding
Marketing creative
CRM design
UI design
Web design
My Role
As the lead designer on these projects, I collaborated with cross-functional teams to develop and execute end-to-end campaign concepts. After securing senior leadership approval, I produced final assets across CRM and marketing channels—including paid social, TV, landing page, and app store promptions—as well as in-app UI and storyline designs. This approach enabled robust testing, maximising PPC,ROI and enhancing creative performance across multiple touchpoints.
Background
Over the years, Exclusive campaigns have been rolled out across multiple markets. In 2025, I contributed to the launch of eight Exclusives across various regions, each featuring unique visual elements that offered valuable insights into effective execution. From a design perspective, these projects yielded key takeaways that inform future campaigns.
As the brand evolves, I am excited to explore fresh ideas that keep the visuals vibrant, dynamic, and engaging. My focus is on building upon the strengths gained through experience while continuing to unlock new creative possibilities for the brand and its ever-evolving campaign.
Below is a selection of my 2025 Exclusive projects, highlighting the challenges I’ve tackled and the key achievements realized along the way.
Task
Provide unique visual concepts for different regions within the brand guidelines. Manage the entire campaign lifecycle from start to finish.
Solution
Before each creative campaign begins, we analyse data to determine the optimal creative direction from previous campaigns and identify which visuals best engage users and foster brand connections. With this understanding, we refine the visual direction for new campaigns.
2026 UK New Year Exclusives
ClearScore imagery is guided by Wabi-Sabi principles, reflecting the brand’s vision of clarity and calmness. The brand world is predominantly photographic, so images should be chosen with intention and used only when they add meaningful impact or value. In Exclusive campaigns, imagery should also reflect the season and regional context.
January in the UK is typically cold, damp, and grey—frost glitters on lawns at dawn, mist lingers in valleys, and pale sunlight struggles through soft layers of cloud. It is a month of stillness, when winter lingers and spring still feels distant.
Visually, while respecting seasonality and regionality, campaigns should evoke an uplifting and hopeful sentiment without feeling cold or overly minty. The goal is to convey warmth, joy, and optimism, using colours that are subtle, dynamic, warm, and soft.
In-app experience
Since the primary channel for the entire campaign is the ClearScore app, it is crucial to create something fresh and eye-catching while maintaining consistency.
CRM expressions
Leveraging my background in customer communications, I applied my product expertise to design CRM expressions—compact UI elements paired with campaign imagery—that highlighted ClearScore’s offerings in a distinctive and impactful way. This work expanded my role, ensuring that all customer touchpoints were visually engaging and consistent across both marketing and product channels.
Marketing assets
As the campaign runs for one month and promotes a range of products—including credit cards, loans, and car finance—we designed a total of 10 visuals to maintain visual freshness. Each visual includes both static and animated versions.
2025 UK Summer Exclusives
The Summer Exclusives campaign focuses on promoting travel products. Visuals are designed to evoke a strong vacation vibe while maintaining a sense of accessibility, given the nature of the credit card being promoted. The key objective is to balance aspirational imagery with immediacy, ensuring the experience feels inviting and achievable rather than distant.
In-app experience
As the app is the campaign’s primary channel, it’s essential to design visuals that are fresh and attention-grabbing, while remaining consistent with the brand identity and in-app experience.
CRM communication
As the campaign includes seven partner brands, we designed ten emails for the entire campaign to maintain consistent communication.
Marketing assets - Stage one
The campaign runs for one month and centers on promoting travel products. To maintain visual freshness, we created a total of 10 distinct visuals.
Marketing assets - Stage two
Given the strong performance of the overall campaign, some partners extended their offer periods. This requires new visuals to maintain a sense of freshness while clearly differentiating them from the standard campaign assets.
