NH zgm.OnVacation Card

NH Card, a large Korean financial service provider, was in need of image transformation. It found itself at the bottom of the industry in international spending and a declining number of young customers. In Korea, the need for travel was rising due to the lifting of travel restrictions, coupled with an increase of young consumers interested in value-consumption. Based on NH Card’s change and social trends, we began the project to combine target-centric naming, designs, and benefits to create a new travel consumption experience.



For naming, we developed "On-Vacation" instead of an one-dimensional term like 'Travel', 'Global' or 'Milage,' inspired by the online status of office workers that busy modern people can easily relate to. To cater the preferences of our target, we provided 3 design options for them to choose, and expanded the design area to the back of the card: a calendar expressing anticipation with cheerful strokes marking the dates on a paper-textured plate; a cocktail character illustration on a sandy-textured plate; and finally a vintage postcard drawing recalling past vacations. All were communicated with animations across various marketing platforms.



We focused on conceptual differentiation and consistency. We moved away from simplistic approach while communicating clearly. We developed zgm.OnVacation as the name that resonates with consumers and differentiated from standard card archetypes, positioning it as a friendly lifestyle item. We maintained the concept consistently across all aspects, from naming to benefits, maximizing the value of each. This positioned the product to be a top-of-mind traveling card to customers.



Our goal was changing consumers' perceptions of the brand. NH Card had an old-fashioned image compared to its competitors. This new product aimed to address concerns that these perceptions might deter people from using it, even before discovering its benefits. We focused our overall communication strategy on one of the brand's core values: friendliness. The warm and friendly naming and visuals provided an excellent opportunity to break down the barrier to engaging with our customers.