This was an interesting project for us because we had to do concepts for Hispanic market ATM Debit cards.
The company issuing the cards, MoneyCard, was catering to a very specific demographics. Married, 20 to 40 years old, income from $25k-$55k, Caucasian and Hispanic ethnicity, and a few other characteristics.
When building the concepts, we thought that the card should communicate value and security. We also thought that it should be familiar and this was the starting point for the research.
We created a few directions: one conservative, some more creative. One thing that we loved the most about this project was the research we did for Mexican currency design. We tried to incorporate details from it in our solution.
The concept behind it was that the audience was mostly using cash, and by linking the card to hard currency it could solve the problem.