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visual_identity | brand_strategy
Not the Same Money
People and money aren't what they used to be, and a credit card company isn't just about the card anymore. Our lifestyles call for payment flexibility and innovation—money transfers that are smoother and more convenient than ever.
Leumi Card, a leading Israeli credit card known as an innovator in the field, has long worked on developing next-generation financial services and capabilities for business and private customers.
As part of that process, Leumi Card realized it needed to redefine its role in the lives of customers.
A Card That Connects
Our basic observation was that the actual money transfer is just a technical matter that has become increasingly transparent. It doesn’t help Leumi Card stand out at all. We needed to get beyond technological progress and define Leumi Card as a company that forms connections—between people, businesses, and capabilities. Leumi Card creates new opportunities for customers by leveraging its innovative drive, a new perspective on customers' lifestyles, and its leading market position.
Nice to Meet You, Louie
The new language began with a logo that was based on older marketing materials, but updated and reshaped into a real icon. The logo was reborn as "Louie," a character who takes the lead in all brand communications. Louie's role is to be a window of opportunity, generating interest as well as a sense of variety, progression, and change. It can contain any visual content and be integrated with different formats.
