As of January 2025, Yellow Card gradually shifted focus from a primarily B2C product to a B2B offering, targeting businesses, partners, and enterprise users. With final access ending on January 1, 2026, Yellow Card has discontinued its retail (B2C) services to focus exclusively on its business-to-business (B2B) operations

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Understanding the Problem

Yellow Card pivoted toward a B2B offering, entering a more competitive and crowded space. The challenge shifted from being present to being seen and understood. The product had depth but the design wasn’t helping it cut through.

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Old Visual Direction

Yellow Card pivoted toward a B2B offering, entering a more competitive and crowded space. The challenge shifted from being present to being seen and understood.

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The Real Challenge

We weren’t just refreshing visuals.. We had to interpret complex ideas and make them legible, fast.

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Collaboration & Discovery

This helped us focus on what needed to stand out and what needed explanation. If it doesn’t stand out, it won’t be understood.

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How It Came Together

We leaned into Yellow Card’s clean, confident, and sophisticated brand foundation, refining it to better support visibility and clarity in the B2B space.

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New Visual Direction

We leaned into Yellow Card’s clean, confident, and sophisticated brand foundation, refining it to better support visibility and clarity in the B2B space.

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Social Media and Paid Ads

Designed over 1000+ social media and paid ads designs.

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Publication Designs

Designed over 4+ publication designs.

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Blog & Email header Designs

Designed over 500+ blog & Email header designs.

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Print Assets & Advertising

Designed over 20+ print assets & advertising

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Focus Area: Paid Ads

Paid ads became the primary space to test both visibility and comprehension in the new B2B landscape.

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Outcome

While specific metrics are confidential, the refreshed visual system directly supported strong year-over-year growth and gave growth and marketing teams a more flexible, scalable foundation for experimentation.

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What I Learned

The most effective design decisions were the ones that made complex systems feel obvious.

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