Creative Strategy
Design
Art Diraction
Curve Pay is an innovative digital wallet designed to maximize the value of every transaction. The platform consolidates multiple payment cards into a single, secure wallet, offering customers flexibility and control over their spending.
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Curve Pay
Digital wallet app
creative media strategy
To ensure the efficient and effective use of campaign budgets, I developed a strategy focused on testing and iterative optimization. To structure the process, we started with three core messages designed to test different audience motivations.
Within each message, I developed three copy variations tailored to different awareness levels: one for audiences unfamiliar with the brand or the problem it solves, one for those aware of the problem, and one for audiences already familiar with Curve.
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Multiple messaging variations are launched, then evaluated to identify what performs best.
High-performing creatives are refined further, while underperforming ones are replaced with new variations. This cycle of testing, optimizing, and refreshing ensures that messaging stays effective, relevant, and consistently drives stronger results over time.
paid media banners
To accelerate user acquisition, I created a diverse range of creative assets, including static banners, GIFs, and video formats tailored for different platforms.
By exploring varied messaging approaches - from highlighting practical product benefits to tapping into emotional motivators - we were able to test effectiveness and adapt based on performance results.
Over time, the creative output evolved in line with Curve’s refreshed visual identity, while ongoing optimizations ensured stronger engagement and higher conversion across critical media channels.
Static banners: Concept & design | Video banners: Concept, design & art direction
From the process
Mood Board
Concept Sketch
Concept 01 - Payment evolution
Main idea: This concept presents Curve as the next evolution in payments, positioning it as an innovative experience that redefines how people pay.
Target audiance: The concept speaks directly to forward-thinkers and early adopters eager to embrace new financial solutions, while also appealing to everyday users who want smarter, simpler tools without added complexity.
App Store Screenshots
I created two distinct creative directions for the App Store screenshots, each rooted in a different user motivation. This approach enabled us to test and identify which visual narrative better resonated with the target audience, ultimately guiding us toward the concept most effective in driving engagement.
From the process
Mood Board
Concept Sketch
Concept 02 - Everywhere - Anytime
Main idea: This concept frames Curve as a warm, relatable companion that naturally fits into everyday life.
Target audiance: With a lifestyle-driven, human-centered approach, the concept targets everyday users who want financial tools that feel effortless, trustworthy, and seamlessly integrated into their daily routines.
