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 so dated, so safe and so...navy? Two reasons mostly: (1) we had an existing supply of cards (=££££) and (2) redesigning cards requires a resource pull 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) our leadership agreed. We designed new cards and packaging which triggered and informed this entire campaign.