Landing Page Strategy + Design Direction

The Challenge

Sony migrated their PlayStation Rewards Credit Card from Comenity Bank in 2024. In 2025, Sony needed a way to promote the credit card migration and encourage new users to sign up. This is where I came in, as the Digital Director at Pathfinders, an established agency and major player in the financial marketing space.

My Approach

1. Understand the client’s goals and objectives.

2. Develop Audience Insights: Our strategy and channel tactics for web and email needed to be informed by audience insights, targeting both existing and new potential cardholders. We interviewed PlayStation gamers and Sony stakeholders to uncover common cardholder customer service questions, concerns, and feedback.

3. Competitor Analysis & UI/UX: I conducted a SWOT analysis of competitors to understand the co-branded rewards credit card market. I analyzed their content strategies, page features, and functionality to inform our UI/UX strategy and uncover opportunities for differentiation in design and copy.

4. Mobile-First Mandate: I reviewed analytics data to understand how traffic was getting to the Sony PlayStation website, discovering that 82% of visitors were on mobile devices. This made a mobile-first design critical.

5. Understand the Tech Stack: We wanted to pitch Sony on an innovative, interactive web experience. To do this, we had to understand their CMS (BigCommerce), current theme, functionality, and technical limitations. Per our initial insights, we knew motion would be effective with PlayStation audiences.

6. On-Brand Content + Value Propositions: The biggest reason PlayStation gamers have the credit card is to receive PlayStation-related rewards, like early access to new releases and exclusive merchandise. We ensured the card's value—rewards from everyday purchases redeemed for PlayStation benefits—was communicated throughout the page. We used aspirational messaging, i.e., “Upgrade your everyday,” and “Earn more. Play more.” (Great work by Trever Campbell, Copywriter.)

7. IP Integration: We utilized PlayStation's intellectual property (IP) as much as possible, weaving creative assets from top games into the page design—and even the physical credit card designs.

8. AI-Optimized Content: The page layout and content were optimized not just for search engine optimization (SEO) but answer engine optimization (AEO) as well. We strategically included the types of content that AEO favors to win search engine visibility, clicks, and engagement: frequently asked questions (FAQs), structured content (schema), quantifiable benefits, a clear value proposition, videos, and multiple calls-to-action.

The Results

The landing page delivered a high degree of brand-audience resonance—it felt like it was made specifically for PlayStation gamers.

Although we were not provided with specifics on audience engagement from Sony, the project was a complete success: we won the pitch, delivered the page for BigCommerce development to our client for implementation seamlessly, and secured future business from Sony.