Position Barclaycard as thought leaders in eCommerce and payment acceptance among CEOs, heads of eCommerce and other key figures.

A different designer was used for each spread, so that every page had a unique and unexpected feel.We insisted that no part of this publication should look like it came from the financial sector. We strove to make this a piece of beautiful design as well as a vital piece of content, so this would be a publication people would be proud to have on their designer executive coffee table.

As this was not a marketing piece, specific commercial results can not be tied to the initiative. However, the piece did succeed in repositioning and differentiating Barclaycard eCommerce in the marketplace and it increased the number and quality of leads for the organisation.