For Southeast Asian young professionals, getting access to credit isn’t easy. Back in 2021, Zed asked us to create a big, bold brand for its first launch: the Philippines. We built a brand from scratch to capture the energy of this new and inventive generation.

Brand Positioning
Zed wasn’t just creating another credit card. They wanted to challenge the status quo—not just in banking, but in the way young people in the region saw their own achievements. We created the brand positioning around the idea of supercharging progress, not just patiently waiting for it.

Verbal Identity
Instead of touting features and functions, we spoke to our audience’s ambitions and aspirations. We created voice traits and key messaging that celebrated little wins—and encouraged ambition.

Visual Identity
Changing the world takes energy. So we created a visual identity that harnesses that energy through a single bolt—representing the boost that Zed gives young people to focus on their future. Knowing we needed to capture the attention of the Tiktok generation, applications like the card design and packaging needed to immediately inspire. The neon swatch is synonymous with Zed, so much so that you don’t need anything else on the card to know what it is and what it represents.

Art Direction & Illustration
We commissioned Filipino-American artist Kitkat Pecson for a hero illustration and curated a future series of local and diaspora Filipinos to add another dimension of storytelling. This comes to life through local guides on food, culture, and travel by the Zed-verified community. Photography—and other ways art direction manifests—reflects the vibrancy and richness of Manila and other Southeast Asian metropolitan areas.

Website Copy and Design
The Zed website needed to be exciting, inspiring, and insightful. We made sure to highlight why Zed can be trusted—and what makes it different from all the other traditional banks. We struck a balance between clean, simple information prospective card-holders needed to know with moments of energy and excitement. A big part of that was commissioning show-stopping 3D elements from our friends at Knitted City.