WORLDCARD

Creating multiple credit products within a single strong brand.

World is the credit card brand of Yapi Kredi Bank, which is part of Koç Holding. World was trying to hold on to, and increase, market share within a highly competitive and aggressive sector. In addition, they wanted to introduce a range of premium products, but within the scope of a single brand. This required creating a new brand and new visual expression, which provided greater flexibility and increased relevance.

The brand idea of ‘Can Do’ was powerful and direct. It facilitated a visual expression that was based on existing equities (the purple colour and a 3d character) but was much simpler and bolder. World has become the seventh largest credit card platform in Europe. And at the 2009 Visa Europe member awards, World was awarded the Best New Customer Proposition and the Best of the Best awards for its innovative Play Club card aimed at young adults.

This work was carried out while at Wolff Olins.
Brand strategy / Visual expression / Brand guidelines.