Jorge 
Orozco-
Cordero

A ground-up reimagining of Discover's visual identity — built to bring consistency, flexibility, and speed to a brand operating across 20+ business lines.

Discover's brand system had grown inconsistently across product, marketing, and partner teams — different interpretations of color, type, and iconography were showing up across channels, diluting brand equity and slowing down creative production. The mandate was to rebuild the system from first principles: modern, flexible, and unmistakably Discover.

I led the redesign end-to-end — from typographic and color foundations through a full iconography system — then built the governance model that got it adopted across the enterprise. 


95% adoption across 21 lines of business and 15 agency partners

Discover's first-ever celebrity campaign, anchored by Jennifer Coolidge — extended and scaled by a creative team working without her.

When contract terms meant Jennifer Coolidge couldn't appear in every execution, I led the campaign's extension — building original creative across video, card design, and display that carried the tone and message on its own. The launch drove strong new account engagement, won two Effie Awards, and was later recognized with Gartner's Brand Differentiation and Activation Excellence Award for redefining brand consideration and fueling record deposit growth.


Checking accounts grew 65% year-over-year following the launch

A career-defining moment as Executive Creative Director on Discover's largest campaign — a national platform built around a simple, human truth: no hidden fees, ever.

Working with CMO and Brand Campaign leadership alongside AOR The Martin Agency, I led "Yes/No" — a two-spot campaign airing in the same commercial break, using recognizable pop-culture characters to answer one question: does Discover charge annual fees? Splitting the story let each spot land on its own while working together as one idea — Discover's SVP of brand called it "a fun way to get consumers' attention."


As Executive Creative Director, I owned the creative vision across every touchpoint: both spots, the homepage takeover, and social extensions that carried the campaign beyond the game. The format's success extended well past game day for NFL broadcasts and digital pre-roll through 2021, with third-party ad analytics later crediting the format's high-contrast simplicity with a 22% higher click-through rate and 34% lower cost-per-click versus industry benchmarks.



The "Yes/No" format became a permanent brand pillar through 2021

A complete reimagining of Discover's print and digital statements — transforming a compliance document into a personalized, revenue-generating brand touchpoint.

Statements were dense, generic, and a leading source of customer complaints. I led a full audit of complaint history with the customer service team to pinpoint the real friction points, then used Design Thinking to rebuild the experience — introducing full personalization (every color block adapts to the cardholder's card design) and a modular system for cross-marketing. Sponsored directly by Discover's CMO, the redesign rolled out enterprise-wide.


$750M cross-marketing value

35% call reduction in statement-related complaints

A Chicago city takeover for Discover as lead sponsor of one of hockey's most storied outdoor games.

As the first end-to-end engagement for Discover's newly formed Creative Strategy team, I led a Design Thinking approach to build both geographic and hyper-local messaging — the closer the placement sat to Wrigley Field, the more the creative leaned into Chicago's own voice and humor. The result was over 200 placements citywide, including OOH, Digital and full CTA wraps, all built around one core idea: Discover's acceptance, everywhere.

The game sold out with 40,933 spectators and featured performances by Chicago’s own Billy Corgan and Chance the Rapper.

Beyond the stadium, the event gave Clark Street's local businesses an unprecedented mid-winter revenue spike — normally their slowest financial quarter — contributing to an estimated $30 million single-day economic impact for the city.


Discover showcases nationwide acceptance muscle during one of the NHL's most storied rivalries

A $5 million commitment to Black-owned restaurants — turning a moment of crisis into a platform for community support and awareness.

As COVID-19 devastated the restaurant industry, Black-owned businesses were disproportionately hit. Rather than a traditional grant process, we built #EatItForward as a social-first nomination campaign — asking people to publicly celebrate their favorite Black-owned restaurants on Twitter, Facebook, and Instagram, with 200 winners selected at random to receive $25,000 each.

I led the creative across the campaign's launch — the landing page, social toolkit, and founding restaurant features, including Rodney Scott's BBQ, Post Office Pies, and Back in the Day Bakery. As Discover's VP of brand communication put it: "By sharing and tagging various Black-owned restaurants, it will help create awareness for some of these amazing places to eat."


$5 million committed. 200 restaurants funded. One hashtag built to outlast the moment