Curve Card Relaunch

There's this uncomfortable part during a rebrand, where *most* of your assets reflect your updated identity, but there are *some* assets that are stuck in the past. The Curve Card design was that asset for me. The thorn in my side. The rock in my shoe. The card in my wallet.

Curve had become this loud, irreverent brand so why were the cards in the market were dated, safe and well...navy. Well, two reasons mostly: (1) we had an existing supply of cards (=££££) (2) redesigning cards requires a lot of resource from internal teams, external organisations (manufactures), and partners (Mastercard).

The physical cards in the market were diluting and undermining the brand we were working so hard to build. And (after some convincing) Leadership agreed. We designed new cards and packaging which informed this entire campaign.