In Fall 2020, Capital One approached SCAD students with a directive: create a new credit card designed to help college students build credit history for their future. The target audience focused on college students skewing older (aged 20-23), who are largely responsible, independently-minded, smart and confident.

 

Capital One sought assistance in breaking through major credit-related barriers of this demographic: they feel they don’t need a credit card; they haven’t gotten around to getting a card despite knowing that building credit is important; they don’t realize that credit history length can help them in their future; and lastly, 40% are afraid of getting into debt.

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Favoring direct, specific language and a marketing objective of rewarding college students for things they care about today while helping them build credit history for their future, this class of SCADPro students was challenged with executing 

four deliverables.