credit sesame+
The free credit model was inherently cyclical, influenced by interest rates, lending demand, and macroeconomic conditions. To stabilize performance and increase lifetime value, we needed a premium layer that delivered real member value while generating predictable recurring revenue.
Sesame+ was built to do both.
client
credit sesame
deliverables
branding, broadcast, web, crm, social, experiential
year
2021 – present
role
creative direction
naming, logo, and visual identity
We created the Sesame+ name and visual system to clearly signal elevation within the ecosystem.
To differentiate it from the core experience, we defined a bold yellow-and-black brand system — high-contrast, confident, and premium. The visual language was intentionally distinct while still anchored in the trust equity of the parent brand.
Free felt accessible. Sesame+ felt elevated.
This distinction was critical to both perception and conversion.
architecting the subscription model
We designed a two-tier subscription system built around member intent, not arbitrary feature gating. Rather than fragmenting functionality, we created a strong base offering and a clear premium upgrade path.
Sesame+ was positioned for members focused on identity protection and actively building their credit.
Complete was designed for members who wanted comprehensive visibility and full credit report access across all bureaus.
This structure clarified positioning, strengthened upgrade logic, and made value comparison immediate.
designing the acquisition engine
Sesame+ was not a standalone launch — it was activated across an existing free member base at scale.
We designed the full acquisition journey to convert engaged users into subscribers:
Benefit-first landing experiences
Clear tier comparison hierarchy
Intent-driven messaging based on engagement behaviour
Friction-reduced subscription flows
Members focused on credit insights received report-driven messaging. Protection-oriented users saw identity and wallet coverage benefits. Builders were shown tangible pathways to improve their credit through rent and debit reporting.
Creative, product, and lifecycle strategy operated as one system — ensuring premium positioning translated directly into conversion performance.
building the messaging ecosystem
Beyond initial conversion, we built a comprehensive lifecycle framework:
Behavioural upsell journeys from free to paid
Trigger-based messaging aligned to engagement patterns
Retention and education campaigns reinforcing ongoing value
High-impact email and in-app touchpoints
The objective extended beyond subscription acquisition. We designed for sustained engagement and long-term lifetime value.
elevating the platform
With Sesame+, Credit Sesame evolved into a two-tier ecosystem:
Core: Trust, accessibility, and scale
Plus: Premium value, protection, and predictable revenue
By aligning brand, product design, acquisition strategy, and lifecycle messaging, we built more than a subscription. We built a scalable system that balanced member value with business resilience.
