Giesecke+Devrient
Reframing G+D’s metal offering for an expanded premium audience
As metal cards move beyond the wallets of the ultra-wealthy and become a defining feature of modern premium banking, the way they’re marketed needed to evolve. We helped G+D reposition their metal card portfolio for a broader audience of premium banking customer.
Where we started
Previously, we had worked with long-term client G+D to transform their metal card proposition to appeal to a premium banking market. Where once metal cards were purely the remit of the ultra-wealthy, the increasing availability of and demand for metal cards created a new genre of premium banking client: ones seeking status, experience, and lifestyle-led financial products.
However, as competition was ramping up and interest in metal cards was growing across Europe, Latin America, and Asia, G+D returned to us to evolve their offering—this time with a bolder visual system that would resonate with a global banking audience.
The challenge
G+D approached us with the task of giving their premium metal card offering a comprehensive visual refresh for 2026. The brief extended far beyond updating the cards themselves. We had to modernise the entire portfolio experience—from product livery and storytelling through to motion assets, social campaigns, and sales collateral—while helping G+D appeal to premium payments program issuers across international markets.
At the same time, each card needed a clearer identity within the portfolio, to allow issuers to better match products to different customer segments and lifestyle aspirations.
How we did it
We developed a refreshed creative direction that gave each card product its own distinct personality while strengthening the cohesiveness of the wider portfolio.
The strongest elements of the previous metal lifestyle branding was folded in to create a unified story going forward.
The cards themselves got a vibrant new look and feel, with minimalist card designs that would visually distinguish each metal card product to a target end user. The flagship Metal Face card, aimed at the most premium audiences, was given a refined black livery as standard, to evoke timeless luxury, while the entry-level Metal Core card introduced a fresh, iridescent teal finish to bring a modern energy to the portfolio.
Every element of the base card designs served a purpose; the fine-line detail used for each card design, for example, was chosen specifically to showcase the precision engineering possible with G+D.
Alongside product designs, we created a suite of new marketing assets spanning motion reels, campaign visuals, social content, and sales collateral, and revamped the product webpage to better showcase the portfolio narrative.
Outcome
distinctive card designs
YOY growth in demand for metal cards in Asia alone
of consumers prefer metal cards (all else equal)
Results
This project helped bring new energy and clarity to G+D’s metal card offering. The updated campaign gave the team a stronger position from which to present to international buyers, while making each metal card product line feel more distinct within the wider portfolio (helping with clarity).
The client was delighted with the final result, and the work has led to an uptick in metal card projects in key markets such as Asia and EMEA.
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If you’d like to learn more about how we can help you define your business identity, have a chat with us today.
