Commonwealth Bank credit
card redesign
Brand Strategy • Production Management
• Graphic Design• User Testing
Commonwealth Bank credit card redesign
Brand Strategy • Production Management • Graphic Design• User Testing
The Commonwealth Bank of Australia invited Spire to play a pure design role to recreate their entire suite of Credit Cards.
With the emergence of Amex’s transparent credit cards, the CBA wanted to combat the uptake of these innovative Cards by offering a suite of new credit cards, each with their own with specific consumer value. after meeting with the Bank, it was agreed that we would embark on a wave of initial designs that could be tested and researched to gain a better insight into how their large database might respond to the redesign of these established Cards. Plastics innovation was explored and in particular,
the science behind Amex’s transparent Cards, to understand how these transparent Cards could be read by the Ultra-Violet Eftpos machines. Eventually, it was worked out that the Cards had a fine reflective plastic layer that enabled them to be read by the Eftpos machines, but unfortunately this technology was owned and Patented by Amex themselves.
Therefore, it was decided that as a point of difference, CBA’s Cards would offer tailored Award schemes targeted to different user groups and each with its own distinctive design. designing for an organisation as large as the Commonwealth Bank requires very clear design rationale. This rational helping them to divide the design options into themes. Themes that looked at varying ways to strike a chord with their audience.
Our design options ranged from; personalisation, brand-centric and innovation, right through to nationalistic options. By developing themes, the research groups were able to provide clearer feedback about these differing design directions, helping to ensure that the 6 million CBA customers would engage with their new Cards in a positive way.
After months of subtle fine-tuning, careful production management and producing large graphics renders of each Card design, we were proud to play our part of Australia’s largest media spend in their nation’s history.
The Cards and their respective Awards were displayed on every street corner and on every television Channel nationwide.
Let’s discuss your requirements
Commonwealth Bank credit card redesign
The Commonwealth Bank of Australia invited Spire to play a pure design role to recreate their entire suite of Credit Cards.
With the emergence of Amex’s transparent credit cards, the CBA wanted to combat the uptake of these innovative Cards by offering a suite of new credit cards, each with their own with specific consumer value. after meeting with the Bank, it was agreed that we would embark on a wave of initial designs that could be tested and researched to gain a better insight into how their large database might respond to the redesign of these established Cards. Plastics innovation was explored and in particular, the science behind Amex’s transparent Cards, to understand how these transparent Cards could be read by the Ultra-Violet Eftpos machines. Eventually, it was worked out that the Cards had a fine reflective plastic layer that enabled them to be read by the Eftpos machines, but unfortunately this technology was owned and Patented by Amex themselves.
Therefore, it was decided that as a point of difference, CBA’s Cards would offer tailored Award schemes targeted to different user groups and each with its own distinctive design. designing for an organisation as large as the Commonwealth Bank requires very clear design rationale. This rational helping them to divide the design options into themes. Themes that looked at varying ways to strike a chord with their audience. Our design options ranged from; personalisation, brand-centric and innovation, right through to nationalistic options. By developing themes, the research groups were able to provide clearer feedback about these differing design directions, helping to ensure that the 6 million CBA customers would engage with their new Cards in a positive way.
After months of subtle fine-tuning, careful production management and producing large graphics renders of each Card design, we were proud to play our part of Australia’s largest media spend in their nation’s history. The Cards and their respective Awards were displayed on every street corner and on every television Channel nationwide.
Let’s discuss your requirements