I developed various creative projects at Fingerhut focused on customer experience and brand evolution. From reimagining catalog interiors and credit education tools to redesigning landing pages and infographics, I built each project with strategy, clarity, and customer impact in mind. Together, these touchpoints helped modernize the brand and deepen customer engagement.
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These projects aimed to strengthen the customer relationship by providing clarity around credit products, simplifying complex topics, and building trust. Each creative touchpoint needed to feel branded, informative, and approachable, whether in print or digital form.
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I approached each project with intention, building editorial-style layouts for long-form print like the credit booklet, simplifying UX for landing pages and infographics, and using branded illustration and iconography to communicate key messages. Across all channels, I prioritized clarity and consistency, designing assets that educated and supported Fingerhut's mission to celebrate progress on the credit journey.
Credit Education Booklet
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We created this booklet for prospective customers to test against our regular product catalog. Rather than filling it with our products, we structured it as a resource with various credit information and tips, showing customers how Fingerhut can help them rebuild their credit. The goal was for these prospects to hold on to this longer than a standard catalog and eventually convert them to becoming an active customer.
Because this was a catalog size and structure we had never done, I started from scratch to introduce new elements and incorporate an editorial execution, allowing prospects to be more engaged while viewing it and supporting the goal at hand.
The success of this booklet would have two huge benefits; first and foremost, it would activate our customers who have yet to make a purchase. Secondly, it would be significantly less expensive to produce and mail. With these benefits, we would have solid ground to rethink future mailings of catalogs.
Catalog inside cover redesign
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A new look for the inside cover of the Fingerhut catalogs to support the brand refresh.
When designing, I avoided numerous large headlines and focused on the hierarchy through the layout and icons. This strategy results in a cleaner design that is more exciting for the customer.
Restricted Line LANDING PAGE
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When rebranding our credit products, we introduced a Restricted Line to Fingerhut customers; as their line is reduced, their available credit increases while their credit line amount stays the same.
This landing page is a resource, allowing customers to understand their restricted line and providing visual simplification of the content. In addition, we use several supportive assets to direct the customers to the landing page.
Fico Score Display
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The FICO Score setting was previously defaulted to off on customer accounts. However, to encourage our customers to be more knowledgeable about their credit, we adjusted the default to be displayed.
I designed a set of emails to explain this change and ensure that this did not affect the customers' credit score. Supporting site banners can be used occasionally as a reminder to check on their credit score.
Payment infographic
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To support customers in making on-time payments for a better credit future, we wanted to create a resource that contains all the information needed to make a payment on their new Fingerhut Fetti credit account.
I created this user experience that highlighted the preferred online option for payments while still containing the other payment methods. I utilized a collapsable format within the mobile view to preserve our page's length. In addition, because they were new to their Fingerhut Fetti account, we wanted to be able to share the information through email as well, with various design options to avoid visual fatigue.
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Michael Metzger, Hannah De Veiga, Peter Gilbert