Challenge
Inventing a brand for a service that didn’t exist yet, and making people want to step inside and create their own card.
The identity had to express discovery, precision and personalization, and carry the whole experience consistently, from the brand and publications to the in-store kiosks, the design flow and the packaging.
Final thoughts
The Card Customization Center invites people to do what the name promises: search, find, create and enjoy their own card.
A symbol built from three ideas (a compass, a target and the 3Cs of content, capabilities and culture), a palette of navy, blue and gold, and a system of concentric circles come together across publications, packaging, the store design, the kiosk interface and new card concepts.
Next projects.
(2016-25©)
