Cards with ClassDevelopment of Rai�eisenCredit Cards
That was the task given to our designers by Rai�eisenbank in 2012.
Question: Can we develop three distinct lines of credit cards for the same bank, which reflect bank customer demographic segments?
? ? ?
“T he mass”
“T he aff luent” “T he aff luent plus”
Low to average
monthly income
Neither male or female
From students
to retirees
Very subjective needs
High monthly incomeMainly male, 35-55 yearsMore mature Above average monthly incomeSlightly more female, 21-40 yearsEnjoy shoppingappreciate cash back
Meet our consumers
First step is to look for relevant subject matter for each consumer type.
? ? ?
Some of the areas we explored relevant to this consumer...
FashionShopping
Color palettesT-shirt design
“T he aff luent”
Then develop design concepts for each.
? ? ?
The Shop-a-holic Fashion Archetypes
Glowin the Dark
The T-shirt Cult
The team developed four routes for each consumer segment. Here we see...
Each concept then needs a range of targeted, final cards...
? ? ?
“T he aff luent”Unisex
MaleFemale
Final design concept showing each card
VALID
4511VALID
4511
VALID
4511
All of the ranges
“The mass”
“The a�uent”
“The a�uent plus”
One more thing. A touch of extra class for our most premium customers.
Raster and metallic colorsimulation by print
+ Partial varnish with
brushed metal texture
Metallic color simulation by print+Silver foil with glossy texture
O�set print
Holographic e�ect
Black print only
Black edge
Pearlescent surface
Glossy plasticmaterial
Impressive e�ects including materials and textures for the premium cards.
© C
oco
on G
rou
p 20
13. A
ll Rig
hts R
eserved
The Rai�eisen bank credit cards demonstrate how consumer segmentation can help designers to develop a broad array of unique, relevant routes for clients and their customers. Understanding of consumers and what makes them tick always leads to better results and better design!