Simon Heather
photography • illustration • design
Citi // Designing a co branded live music rewards program
My role: Design Direction
The challenge
IDEO worked alongside Live Nation and Citi to explore how to deepen their connections with live music fans through a rewards program or membership model. The aspiration for this cobrand wasn't just to reward fans of live music, but to amplify the live music experience. How do we create the right conditions and motivations for anyone - whether they go twice a year or four times a week - to easily find, experience, and fall in love with live music?
The approach
We started by deeply understanding what live music means to fans and what matters along the fan journey, when they're planning, attending, and even reliving their concert experiences. This helped us begin designing the benefits that would be most exciting to them. We then looked at how competitors were playing across the live music journey to understand the white space opportunities and create the strategy for how Citi and LN ‘could win’ along this fan journey and create a distinct card offering like no other.
The outcome
An articulated co branded membership model that best leverages the strength of Citi and LN to reward live music fans. We created the value proposition, strategy, and rewards structures for 3 card anchored membership programs that give fans the access, seamless planning and benefits that they are looking for.
