Creating luxe appeal for two new David Jones credit cards

Meet David Jones x Latitude Financial

If you grew up here in Australia, you know David Jones. The retail icon teamed up with Latitude Financial Services to introduce two premium credit cards– the Premiere and the Prestige to complement their already robust loyalty program. I joined forces with the creative team in Latitude to bring the brand messaging to life.

The diagnosis

David Jones is prestigious already, but these credit card launches were facing some significant issues which all boiled down to the messaging.

Despite launching entirely new products, they didn’t have a complete brand kit to keep their messaging and language consistent
The overlap between the credit card rewards portal and the existing David Jones loyalty rewards system posed a high risk for misunderstandings, which would have significantly impacted the brand perception of the launch.
Although they had rich insights into their target audience, they hadn’t developed the evocative style of language that would connect the dots between the cards’ benefits and the audience's desires.

The treatment plan

Working closely alongside the UX and design team within Latitude, here’s how I got to work.

Established comprehensive brand language guidelines

Sometimes you have to go backwards so you can go forwards. Instead of jumping straight into the web and email copy, I developed detailed guidelines for each credit card to use as a point of reference across all touchpoints, including web copy, in-app content, launch materials, and email sequences– even after I’ve finished the project and moved on.

Renamed the credit card rewards portal

Between the loyalty points, membership rewards and credit card rewards, there was a lot going on. As I got deeper into the project, I observed how easily future customers could confuse the two platforms which could have significant negative impacts for the David Jones brand– especially when positioning the credit cards as high end. To solve the issue, I introduced a distinct name for the credit card rewards portal, effectively differentiating it from the existing David Jones rewards membership and eliminating the risk of customer confusion.

Launch and UX copywriting

Once the language and messaging was clear, I worked closely alongside the UX and design teams to roll out the brand across multiple customer touchpoints. My words can now be found on their:

Web copy
Onboarding sequences
Launch materials
In-app microcopy

The breakthrough

Once the end client understood the importance of the brand language guides, everything clicked into place. Launching a new product or service requires A LOT of bits and pieces but the extra effort upfront in developing the language guides made rolling out the brand a piece of cake. (Relatively). My favourite part was working alongside the UX team to make sure that every touchpoint took the customers on a cohesive and engaging narrative, from sign-up through to rewards redemption, reinforcing their trust and interest in the offerings along the way.

Proud therapist moment

Two products. Two taglines. Different perks, benefits, and audiences.

Branding isn’t just about aesthetics or fancy taglines—it’s about creating clarity, building trust, and making every interaction effortless. For David Jones and Latitude Financial, refining their brand language and user journey transformed confusion into confidence. Now, their credit card experience speaks directly to the right audience—clearly, consistently, and compellingly.