The goal was to attract new and younger customers, while at the same time keeping the current clients. Therefore, the current campaign focuses on the younger clients, represented by the persona Nick. Nick isn’t a customer at the ASN Bank yet. He is a typical millennial, who does care about sustainability, but only if it comes in handy.

Research has shown that Nick has trouble understanding the workings of a sustainable bank. Therefore, we chose an accessible and visual cue: minimalistic illustrations of endangered animals which are placed on the bank cards. Through the optimistic and beautiful design, new clients can show off their sustainability with pride, but without a lot of effort.

The design faces within the corporate brand style: modern, optimistic and attractive. Because of the sustainable character of the ASN Bank, we chose 4 different endangered species: a whale, a parrot, a rhino and an elephant. Their contours formed the shape of the card. In this way, the animals literally are the cards. The cards were executed with a matte (non-glossy) finish. And of course, they were 100% recyclable. In the design on the backside there are even more clues to animals. All within the new and optimistic colour palette of the ASN Bank. So, from now on even your bank card creates happiness every time you go to an ATM.

The bank cards were highly appreciated among the customers. It was a refreshing relative to the old cards. Which were a little bit shameful. Now clients can check out with pride and show off their new cards.

In total, there were 25.000 cards made and given out to our new and already existing members. An incredible amount given the fact that we’ve only started since December 2017!