Barclaycard: EVOLUTION

Credits & Description:

Category: Publications & Business Communications

Advertiser: BARCLAYCARD

Product/Service: BARCLAYCARD

Agency: RAPP

Date of First Appearance: Jun 1 2010

Entrant Company: RAPP, London, UNITED KINGDOM

Head of Design: Adrian Whatman (RAPP UK)

Designer: Jim Slocum (RAPP UK)

Media placement: MAGAZINE - DIRECT MAILING - 07 MARCH 2010



Describe the brief from the client

Position Barclaycard as thought leaders in eCommerce and payment acceptance among CEOs, heads of eCommerce and other key figures.



Describe the challenges and key objectives

eCommerce and payment acceptance are not the most exciting of subjects. Our challenge was to take these stuffy and dry subjects and make them seem fresh and exciting.



Describe how you arrived at the final design

A different designer was used for each spread, so that every page had a unique and unexpected feel.

We insisted that no part of this publication should look like it came from the financial sector. We strove to make this a piece of beautiful design as well as a vital piece of content, so this would be a publication people would be proud to have on their designer executive coffee table.



Give some indication of how successful the outcome was in the market

As this was not a marketing piece, specific commercial results can not be tied to the initiative. However, the piece did succeed in repositioning and differentiating Barclaycard eCommerce in the marketplace and it increased the number and quality of leads for the organisation.