Designing a brand ecosystem that enabled personalization and customer segmentation
Iberia Cards needed to renew its value proposition to adapt to an increasingly demanding loyalty market. The challenge was to launch two new cards that would not only expand their portfolio, but also connect with very specific user profiles demanding their own identity and a narrative that resonated with their travel motivations and lifestyle.
Our approach to branding: connecting strategy and design to create identities that tell a story and products that speak for the brand.
Segmentation by personality
The strategic challenge was to materialize concepts of experiential connection and absolute sophistication into physical supports, overcoming banking technical limitations to avoid diluting the brand narrative.
We integrated strategy, narrative, and graphic design, redesigning the card architecture to allow pure transparencies and creating a high-impact unboxing ritual that consolidated Iberia Cards' premium positioning.
New brand ecosystem
We developed two brand expressions where strategy and design converge. We created two identities with their own narrative and products designed to speak for the brand, ensuring immediate impact from the very first customer encounter.
