One of our longtime clients, G+D, was launching an exciting new product: an agentic AI solution purpose-built to address the unique challenges of card issuance. As a technology, agentic AI is set to redefine how banks and fintechs serve customers and manage internal processes. But while many FIs were discussing the opportunities of agentic, there’d been little to no discussion of how it could be used to accelerate card issuance and fulfilment specifically.

The new solution would be the first commercial application of its kind in the market—which meant the marketing around it would need to do multiple jobs: evangelising and explaining the broader tech to potential customers, as well as expanding on the specific capabilities of G+D’s Agentic Issuance solution.

We began by diving deep into the current discourse surrounding agentic AI along with current card issuance and fulfilment workflows, to identify where the improvements were happening.

It quickly became clear that agentic AI would serve best as an orchestrator of the different issuance process streams. For example, managing and coordinating card printing and personalization, fulfilment, packaging and logistics, and digital enhancements such as ePIN services—turning standalone workflows and services into connected journeys.

As the technology was still an emerging one in a heavily regulated industry, we knew we also needed to ensure the concept and content we created fed into the Know, Like, Trust aspect of marketing—helping to demystify agentic and instil understanding and trust for potential customers.

We came up with a number of creative concepts, but the choice we favoured (and that our clients at G+D decided on) was one that personified Agentic Issuance: turning a nebulous concept into a tangible, relatable robot character capable of emoting and interacting with processes. We called it Aled, and it would act as both a representation of how agentic AI worked, and a trustworthy guide to the subject. Alongside fleshing out Aled’s visuality, we would go on to create a proposition manifesto for G+D, setting out their vision for the future of modern issuance, augmented and optimised by agentic AI.

Aled was designed to be a simple glass sphere with smaller, coloured spheres within him—highlighting the simplicity and clarity that G+D brings to a complex process. Created in a 3D graphics style, we also added 2D illustration elements to give Aled expressive eyes and hands, helping to make it look friendly and approachable.

Aled’s uniqueness as a character builds on the insight we gathered around orchestration. Aled contains multiple sub-agents, each a different colour. Each colour appears when Aled is directing a specific part of the issuance journey, before returning to the default appearance when overseeing holistic processes.

The list of deliverables included a number of motion videos—so, as well as having a static look and feel, we needed to establish Aled’s system of movement, mannerisms, and motion effects.

It seems like a small job...until you realise: that includes determining how Aled’s sub-agents move and interact, how Aled interacts with humans, the expressions Aled would make (and when), and even how Aled’s spheres would swirl.

This was a large project which stretched across every department in The Fold. Deliverables included: a dedicated Agentic Issuance eBook, an overall explainer video on the concept of agentic issuance, as well as a product-specific video explaining one of G+D’s agentic AI-powered solutions—valid AIgent. We also created info sheets and educational web content to support the videos, as well as a coherent, exciting, and engaging social media campaign to launch G+D’s Agentic Issuance solution to the market.