Revolut Plans Personalisation

Undertaken

Revolut

Contribution

GTM Concept

Art Direction

Visual Design

App Icon Design

3D Design

UI Design

Social Media

Revolut’s paid plans — Premium, Metal, and Ultra — lacked distinct identities beyond features and pricing. We set out to transform them into aspirational, personalised experiences that feel magnetic and expressive.

I led the concept and ideation for the go-to-market campaign, worked on 3D art direction, visual design, animation story boarding and sound design briefing, collaborating with PMMs, visual, sound, localisation and 3D designers.

I was also involved in work on the Product Design side, helping with design of UI elements from brand perspective, app icons and shared visual feedback with developers upon design implementation.

Together, we delivered one of Revolut’s most complex updates and GTMs to date, reaching over 11M Revolut customers across CRM channels alone.

Problem Statement

Paid plans offered limited distinction or ways for users to express their status in-app. At the same time, the GTM faced the challenge of communicating this new layer of personalisation to Revolut customers in a clear, bold, and aspirational way — driving both retention for existing users and upgrades from Standard plans.

Solution

We moved beyond transactional product tiers and designed a system, and around it a campaign that:

Gives each paid plan a unique identity and celebrates it.
Elevates the in-app experience with tailored themes, updated cards, and assets.
Improves retention by deepening emotional connection for existing paid users.
Drives upgrades by making plan ownership more visible and desirable.

Concept — Magnetic by Design

You don’t just upgrade for status and perks.
You upgrade for a plan you feel drawn to — one that feels like you.

With new card designs and personalised UI themes, every Revolut plan now carries a distinct energy — calm, bold, radiant, sharp — allowing users to choose what reflects them best.

Art Direction

This campaign positions Revolut as more than functional — personalisation becomes part of your magnetic presence. The GTM art direction draws on a cultural idea of having an 'aura' — which visually was represented via a circular glow, mirroring the shape of the new rings around users profile in-app.

Each paid plan now comes with a signature look and energy that matches, turning your app into something personal, expressive, and unique to you. The result is an elevated aesthetic that feels confident, expressive, emotionally resonant and distinctly Revolut.

Results

The personalisation project reinvented Revolut’s paid plans across digital product, cards, CRM and more, giving each tier a distinct identity and distinct experience. The GTM reached 8M+ Standard users and 3.5M+ Paid Plan users, driving engagement and upgrades while positioning Premium, Metal, and Ultra as aspirational, design-led paid plan products.