Case Studies:
Fifth Third Bank (Credit Card)
Supporting the bank's effort to broaden its brand throughout all card-based products.
Insights:
- Payment cards serve as wallet-sized billboards for the brand and important drivers in attracting and retaining customers.
- Leading-edge knowledge of card manufacturing is crucial during the design and development of payment cards.
- To connect most powerfully with the customers, card designs must combine customer insights, the brand promise, and unified design and manufacturing.
Execution:
Through a collaborative process working with the Fifth Third card team and the branding agency to get an in-depth knowledge of the new Fifth Third brand foundation, Heinrich developed a core design for each of the consumer, small business and commercial card products. Encompassing the brand character of "determined, confident, optimistic and caring" with the core value of "a better tomorrow," the payment cards represent the best of the Fifth Third brand. Heinrich designed and helped produce over 18 card products, allowing Fifth Third to keep their brand alive at every card transaction, helping to attract and keep customers.
