Team

David Jones - CMO
Amanda Ager - Marketing Manager
Other Teams: Cards, Member Experience, Senior Leadership, Outside Vendors: CPI, BurgoPak

Project History

In 2022, WECU decided to do a complete card portfolio redesign to be rolled out to members in March 2023.

Project Goals

1. To increase the member rating of our card design
2. To be more strategic than the previous card designs
3. To create a cohesive and progressive suite, intended to target key audiences along their product journey.

Design Process

Ideation

I crafted 12 unique debit and credit card designs for WECU with the aim of making them visually distinctive, timeless, and reflective of the Pacific Northwest's natural beauty. The debit cards feature a matte finish for a professional look, while credit cards, except the WECU Lux Visa, have a matte finish with gloss post lam to highlight illustrations. The WECU Lux Visa boasts a metallic foil finish to accentuate its exclusivity.

Concept

We took a modern, minimal approach with the debit cards while reserving the illustration to amplify our credit cards. The colors match between both suites, however, to show the connection of the journey.

Credit cards:

First Step Visa card

A sunrise for the beginning of a member's financial journey.

Credit Builder Visa card

A fern leaf represents a member growing in their financial wellness.

Choice Visa card

Waves are symbolic of our connection to the ocean here, and all the rewards we receive from being near the sea.

Business Visa card

The mountain emphasizes a strong foundation and future for our business cardholders.

WECU Lux Visa

For the WECU Lux Visa, designed for our consumer credit card VIPs, I chose a night sky theme. This symbolizes their ascent to top earners and aligns with the time of day associated with experiences like nights out, dining, entertainment, and streaming services. In contrast to the sunrise theme, the night sky represents the culmination of their journey.

Challenges

The challenges involved a steep learning curve regarding card printing and proofing processes. Dealing with a vendor that offered minimal assistance and addressing mistakes during proofing were particularly frustrating. The project required extensive teamwork, and despite encountering obstacles, the final designs reflected the essence of the Pacific Northwest.

Key Takeaways:

1. Learning Process: The project served as a valuable learning experience, providing insights into the card-proofing process, quality assurance, and various finishes.
2. Stakeholder Collaboration: Working with diverse stakeholders enhanced presentation skills and allowed for exploration of multiple design directions, resulting in stronger designs with broad buy-in.
3. Solo Design Challenges: Being the sole designer posed challenges, including self-doubt and frustration, but it reinforced the importance of having faith in one's work.
4. Member Personalization: In hindsight, I would have allowed members to choose their card design, providing a more personalized connection to the project.

Ultimately, I am thrilled with the unique and regionally inspired card designs, hoping they resonate with members and evoke a sense of the Pacific Northwest. An ideal scenario would involve offering members the option to choose from a selection of designs for a more personalized experience.

‍