BBVA Compass Bank: Strategic Card Design

Redesigning the full portfolio of card product plastics for BBVA Compass Bank

Project
Strategy
Creative design
Card production

Client
BBVA Compass Bank

Project Collaborators
Dimitri Yiannakis

01.

The Challenge

Initially More Human were engaged as a smaller low-cost agency to create a conceptual redesign for the full portfolio of Visa card product plastics in order to create a thematic look and feel that would unify all cards under a single design family.

Design needed to unify across these consumer segments: mass | mass-affluent | high-net-worth | super-high-net-worth.

The target audience was a younger, tech-savvy millennial audience. In their own words: “millennials like everything that is tech-leaning-forward.”

How do you breathe new life into a plastic card that’s been around for a long time, knowing that mobile is a big deal? How do you keep plastic relevant?

Ultimately, More Human saw the delivery through to production of the final cards. 

Samples of previous BBVA Cards

bbva_old_cards_01

02.

Business Goals

  • Design/s should push the creative envelope to energise and inspire cardholders to want to use their card in addition acquire new cardholders (but adhere to BBVA and Visa brand standards)
  • Design to build an overarching theme connecting the product family and BBVAC brand
  • Design to be versatile for near future EMV chip placement

How we redesigned the full portfolio of card product plastics for BBVA Compass Bank

01.

Design Strategy

Mood board
Mood board
BBVA Compass Staircase
BBVA Compass Staircase, Houston, Texas

Our team interviewed the Millenial future-forward thinking target audience, immersing themselves in their mindset so that they would able to conceptualise design directions which would be exciting to the audience. 

The design directions were then reviewed with BBVA to select routes that they felt best suited the audience for them to be developed further towards a final product.

Drawing inspiration from BBVA’s brand, we noted in particular an eye catching stair case in the lobby of the headquarters in Houston, Texas which we though could be utilised for inspiration.

02.

Low Fidelity (Low-fi) Design

Graphene molecule
Graphene molecule

The chosen design routes, were elaborated using a lean methodology, investing a minimal amount of time in each route; with the aim to crystallise thinking around a final route to be selected.

Our team decided upon a new material called graphene which has applications for the future, enabling a forward thinking future for the Millenial generation.

The material is so strong, it could be used to build space elevators to get people & objects into space without the use of rockets.

We thought that the combination of these applications, along with the BBVA brand inspiration from their head office in Houston was the perfect design marriage.

03.

Sketch Design

Sketch designs were utilised to visualise the design mechanics, so that they were able to be conveyed in a meaningful way to stakeholders for a final decision to be made.

04.

High Fidelity (Hi-fi) Design

The final selected route was then elaborated adding, depth, nuance and final touches which were ready for production.

05.

Final Card Production: Adaptation & Management

We optimised card stock, paint, metallics and more to match BBVA’s budget requirements.

06.

Outcome

We created a new range of bank card designs for BBVA Compass (US). BBVA Compass required a new range of cards to comply with new banking regulations and the introduction of the EMV chipped card standard in America at the time. The project consisted of the design of over 250 cards that also included an NBA card range.

I’ve looked at these about 20 times and keep pulling them up. They are exceptional.”

Ryan Kraynick, Executive Director, BBVA Compass, USA

Around 3.6 million cards presently in the US market:

The current full suite of BBVA credit card offerings utilising More Human bank card designs

BBVA Compass Optimizer Credit Card
BBVA Compass Select Credit Card
BBVA Compass Small Business Credit Card