Card one money
CRAFTING THE BANKING ALTERNATIVE THAT LEAVES NO ONE BEHIND
SERVICES
BRAND STRATEGY
ART DIRECTION
Client
Card One Money
Location
LONDON
Year
2024
Info
Card One Money had a promise to keep: two decades of trust, and a commitment to never leave anyone behind. The challenge was to evolve the brand without losing the familiarity and reassurance that people had come to rely on. I built an identity around that principle. A wordmark that feels contemporary but not exclusive, confident without being distant. The colour palette shifts away from cold fintech blues towards something warmer and more human, designed to feel accessible at every touchpoint. Card artwork was treated as something to be earned, not just issued, giving it a sense of value and presence in the hand.
impact
Built a unified brand system across UK and international markets, customer satisfaction and retention increased by 57%
Leaving no one behind
Card One Money came with twenty years of earned trust from an audience most fintechs overlook. I evolved the brand without breaking that relationship, introducing a proprietary numeral, a warmer more human palette, and a refined visual language built for clarity and confidence. Familiar, but now more assured and distinctive.
my role: behind the work
