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Coutts World Card

Global rebranding

High net worth clients

When Coutts & Co upgraded its World Signia card - partly in response to the American Express Centurion - this prestigious private bank introduced a new and unsurpassed service for their wealthiest clients. Working with renowned Savile Row tailor Ozwald Boateng, Yang Rutherford were tasked with the re-positioning and re-branding, which we began by providing a far more relevant, exclusive and brand-focussed name. 'Coutts World' was born. For the identity we designed a majestic metallic purple globe - with subtle security elements infused into the detailed illustration. In application, the metallic effect took hundreds of tests to achieve the desired result. In addition to the card itself, we designed service guide templates, leather card holders and an exquisite wooden presentation box.

Available by invitation only, The Coutts World card has gone on to become one the seven most sought-after bank cards in the world.

Scope

Re-positioning
Re-branding
Credit Card Design
Packaging
Customer Guide Template

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Tel +852 2850 6262
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