This is a brand design project in collaboration with Wolff Olins. Encompassing brand strategy, systems, visual identity, and research, the project established design principles that connect everything from the cards to the packaging. The challenge was to convey Hyundai Card’s activities, which have showcased distinct expressions in individual projects, as a unified brand.
Wolf Olins visited Hyundai Card offices and met with customers, and interviewed Korea's younger generation. He also conducted research by touring Seoul with local history experts. Throughout this process, the production team focused on how people express themselves through their tastes and choices. He examined the card not merely as a means of payment, but as an object that reveals the user's identity.
The concept established based on this is 'Architect of Change.' It signifies creating new possibilities for people to choose from. It originated as an internal design principle explaining Hyundai Card's ongoing activities, such as the Design Library and performances. Subsequently, it was applied to card packaging and expanded to serve as a language for introducing the brand to the outside world.
The card design was divided into fixed and variable elements. While maintaining common rules such as logo placement and typography, the parts expressing the characteristics of each card were configured flexibly. We transitioned from creating designs from scratch for each new product to modifying them based on a common system. For the M, X, and Z cards, a generative graphic system utilizing bright colors and repetition was applied.
The packaging was designed with a modular structure that can be used across multiple cards. Removing the protective layer covering each card reveals its unique design. The composition connects the graphics on the card surface with the unboxing process. This project addressed logo placement, typography, graphics, and packaging together, incorporating product-specific differences and the brand's common conventions into a single system.
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