MONEY designjunction, 18-22 September 2013 MONEY MONEY

Electrum Coin, BC 650, Lydia it Card, 2012,

Ancient coins made from precious metals had an intrinsic value. Hyundai Card reinvented the credit card into a meticulously designed object of desirability, reattaching a sense of value to the exchange of money. PROCESS DETAIL

Using unprecedented materials and techniques in its production, the card’s design is reminiscent of banknotes and coins. Discreet design features and the use of metal instead of plastic allude to contemporary coins, while the unique 1mm rounded corners of the Hyundai Card are reminiscent of banknotes. In addition to the utilisation of hi-tech equipment, each 6 and every card is completed with meticulous manual labor by craftsmen. 1 The standard round value by international 1 regulation is 3mm.

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3 9 2 3 6) From R 3mm to R 1mm, 7) A new design of IC chip developed exclusive for Hyundai Card with a sharper corner and the Hyundai Card logo on it, 8) Chapter 2 color study, Hyundai Card’s com- pletely reformed card portfolio launched in 2013, 9) The plastic card plate of Hyundai Card consisting of seven layers of films and sheets to create the sense of depth within 0.8mm thickness

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1) The molten Liquidmetal poured into the mould, 2) Laser engraving on a metal card plate, 3) Liquidmetal plate completed manually by a craftsman, 4) Pattern engraving on a hyper duralu- min plate, 5) Hyper duralumin plates color coating process

5 8 THE RED THE RED HYUNDAI CARD HISTORY HYUNDAI CARD HISTORY

The card plate is at the core of our business. We see the card as the most advanced form of currency and try to maintain the value and prudence of a currency note. Hyundai Card Design Lab continuously proposes a new standard for the future currency.

Plastic Plate Metal Plate

2002 2004 2006 2008 2009 2011 2012 Launch of M Designed by M 2nd Edition Premium Titanium Liquidmetal it Card M was the first credit Karim Rashid Hyundai Card revamped the card Launched the entry level premium card, the Red, The world’s first application of metal Produced in a vacuum, its smooth surface with it Card is a metal card collection with a range of card launched by A design collaboration design borrowing the visual completing the current premium card family, which implanting in credit card design. the Black handcrafted details provides a great tactile colours and materials that one can choose from, Hyundai Card after between a finance language of banknotes. now consists of the Black, the Purple, and the Red. and the Purple made of Titanium were experience while retaining the weight and steely further reinforcing the notion that a credit card the acquisition of company and a well launched after a trial period of 18 months touch of the original raw material. can be a meticulously designed object of desirability. Diners Korea by known designer was and 1,200 test samples. Hyundai Motors Group. a sensational approach in the industry at that time.

2003 2005 2007 2008 2010 2012 2013 M Mini the Black Colour Core Alphabet Platinum Series R3 to R1 Chapter 2 M Mini (a credit The first and now the To increase the ‘share The completion of the alphabet card portfolio. Launched Platinum 3 series, Hyundai Card challenged the international regulation for The card portfolio was completely card of half the most iconic VVIP card of wallet’, applying The alphabet card portfolio was organised completing the platinum series credit card design and changed the round value of card overhauled to provide customers size of a regular exclusive to Korea’s top colour to the edge of according to the English alphabet, a new systematically structured by number corners to 1mm to give a more prudential image as well as to with maximized simplicity and credit card) was 0.05% was introduced. the cards for the first approach in the industry at the time, allowing signifying the level of strengthened preoccupy a unique shape identity. The standard round value fuss-free benefits. designed with the time in Korea made customers to intuitively and easily understand benefits. by international regulation is 3mm. notion that the Hyundai credit cards what benefits were available while strengthening credit card could be visually stand out Hyundai Card’s brand identity by utilising a a fashion item. among the rest. consistent visual look.

IT CARD IT CARD EXHIBITION EXHIBITION

Sometimes, the process says more than the result.

In May 2013, we held our first design exhibition in , giving a behind the scenes look at its design projects from 2002 to 2013.

Unlike more conventional exhibitions, we focused on presenting the aim and the process of our extensive design projects rather than displaying the final outcomes. We wanted to recreate the feeling of a design studio where things are continuously created on a big table stacked with papers and mock-ups. A 3D printer and an XY plotter worked ceaselessly throughout the exhibition opening producing objects and drawings designed by the design lab.

The work was divided into four categories and arranged chronologically along a track around the table. While the design process for the projects was displayed on the table-top itself, the outcomes themselves were hidden in especially made boxes with magnifying lenses, encouraging the visitors to interact with the work and peer inside the boxes in order to see the final results.

designed by Hyundai Card exhibition @ Hyundai Card Design Li- brary, Seoul, Korea 14 May - 1 September 2013 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD

OYSTER; Emart x Hyundai Card, 2013 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD

We design more than just cards We not only design cards but our projects cover a wide range from design water bottles and rubber gloves to spaces and experiences for our brand to permeate into the everyday lives of our customers. Through such projects Hyundai Card 5 endeavours to evolve into a brand that you can experience and care about.

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1 / 2) the Hyundai Card Music Pop Up Store, 2012, 3) Youandi Modern, the corporate typeface, 2012, 4) ‘The Table’, a chess table in the shape of Yeoido, the financial district of Seoul, and chess pieces reinterpreted into a grid referencing the skyscrapers that Yeo- ido is famous for., 5 / 6) OYSTER, a lifestyle brand made in collaboration with Emart, the largest supermarket chain in Korea, 2013, 7 / 8) it Water, 2011

2 7 8 BEHIND THE CREDIT CARD BEHIND THE CREDIT CARD

GS ICE CUP 2012 it water 2011 records at a store. The pop-up store was The project began with redesigning signposts, ‘Designed by In collaboration with GS25, one of the big two It is commonly believed in Korea that imported situated in Hongdae, the heart of indie culture something that was urgently needed. The convenience store chains in Korea, we designed bottled water brands are healthier and cooler in Seoul. It ran for 113 days, during which 65 project then looked at every aspect of the Hyundai Card’ has and branded an ice drink that our than their domestic counterparts. it water was bands played weekend concerts attracting over hiking experience not only for the hikers’ customers were then able to buy with therefore designed to raise awareness that 16,224 visitors. convenience but also to help revitalise the local accumulated Hyundai Card loyalty points (M drinking local water can be just as healthy and community. become a brand in points). The ice drink then went on to become trendy with a smaller carbon footprint. Symbolising the ponies grazing around the the chain’s best seller. island, the signage was designed to be easily itself. spotted yet unintrusive to the beauitful landscape of Jeju island. Hyundai Card Design Lab, a multi disciplinary C.I. & B.I. 2003 in-house design department, is the creative The C.I. of Hyundai Card depicts the outline of a Wailing Wall 2011 drive behind Hyundai Card. In addition to the credit card inside a wallet and is widely applied The ‘Wailing Wall’ broadcasts unfiltered real- highly celebrated Hyundai credit card series, to build the overall brand identity. time customers’ complaints on 60 monitor the department has engaged in a wide range of screens accompanied by the sound of an old Tangram iPhone Case 2012 projects through design collaboration and design typewriter. In collaboration with Tangram, we designed an donation as well as self-initiated projects. In iPhone 5 case with a special pocket for credit recent years, ‘Designed by Hyundai Card’ has cards, thus combining two essential everyday become a brand in itself, symbolising Hyundai Finance Shop Renewal 2013 it Card Pop Up Store 2012 items. Card’s design ethos that emphasises logic and The Hyundai Card Finance shop is newly To further reinforce the notion of the it Card rationale. Hyundai Card Design Lab’s extensive reformed ‘brick-and-mortar‘ brand space. as a desirable fashion item, Hyundai Card set design work can be classified into the four Knowing that a finance company’s offline up an it Card pop-up store alongside small following categories: presence is often uninteresting or even avoided boutiques and cafes in Garosu-gil, the most Korea National Ballet 2012 by some, we focused on creating a fashionable neighborhood in Seoul. To create the visual identity of the Korea Business Design comfortable and interesting place for our The it Card pop-up store welcomes visitors National Ballet, we captured images of a The card plate is at the core of our business. customers to visit. to see it Card samples and submit card ballerina’s deformed foot to highlight the We see the card as the most advanced form Making maximum use of our design and cultural applications in person. In addition to the it Card, dancer’s fierce effort behind the beautiful of currency and try to maintain the value and RC Circuit 2011 contents, we created a branded bar where it Card pop-up store offers an exhibition of performances on the stage. prudence of a currency note. Hyundai Card One can enjoy RC racing on the infinite loop diverse projects were carefully presented like photographs depicting Hyundai Card’s brand My TAXI 2013 Design Lab continuously proposes a new circuit whose shape is inspired from that of a kinetic artworks in an exhibition. We adapted identity as manifested in its wide range of My TAXI is a passenger-friendly, city-friendly, standard for the future currency. credit card. old fashioned analogue machines to function products. eco-friendly taxi conceived in conjunction with like interactive kinetic sculptures. Among the motors. Dream Project 2010 - Present Brand Expression exhibits we consructed were: a typewriter My TAXI is built on a compact electric car Dream Project is an ongoing project conducted Design is a means to substantiate corporate Youandi : Corporate Typeface 2003 adapted with the Hyundai Card Youandi making it agile in heavy traffic with zero CO2 by Hyundai Card and through strategy. Through design, such corporate identity 90% of brand communication is done through typeface, a Hyundai Card newspaper printed emissions. The interior space of My TAXI is the Hyundai Motor Microcredit Foundation’s is communicated to the customer for them to written materials. Recognising the corporate on a rotary press, and a brochure dispenser optimised to provide the maximum space and Learning Center. The project aims to help appreciate the brand values. In order for the typeface as its voice, Hyundai Card was one of utilising a pulley system. The consulting convenience for passengers. The My TAXI app neighborhood business owners run successful, brand identity to have a singular voice, Hyundai the first companies in Korea to develop its own areas are separated from this area to provide allows passengers to have a safe journey long-term businesses through sharing know- Card Design Lab designs all things relevant to the typeface. The design of the Youandi typeface is maximum privacy. by booking, tracking and paying real time for how and aiding in remodeling their business company such as its CI, typeface and working based on the shape, proportions and angles of yourself as well as for your loved ones. models and establishments. We provide overall environment, based on a consistent strategy. a credit card. design support and consulting for all aspects of business including spatial planning for individual Advanced Experience Parking Sign 2009 Pingpong Table 2011 stores, branding, packaging, and marketing. This We not only design cards but our projects cover Designed exclusively for the Hyundai Card Beautifully designed ping pong table that draws unique project received the IDEA Gold Service in a wide range from design water bottles and headquarters in Seoul, the bottom of the inspiration from the geometry and construction 2011 for corporate social responsibility. rubber gloves to spaces and experiences for our parking sign is convexed and weighted in order of wire suspension bridges. 1) 햇빛농원 [hatbitnongwon], a fruit stall, Oct brand to permeate into the everyday lives of our to stand straight even on an inclined plane, 2010, 2) 키다리아저씨 [kidariajeossi], a snack bar, customers. Through such projects Hyundai Card balancing like a roly-poly toy. Jan 2011, 3) 콩사랑 [kongsarang], a tofu shop, endeavours to evolve into a brand that you can May 2011, 4) 샤샤헤어 [shasha hair], a hair Salon, experience and care about. Dec 2011, 5) Dr. Bubble, a dry cleaner, Jan 2012, 6) 떡가다기 [ddukgadagi], a rice-cake shop, May Design Donation 2012, 7) 착한정육점 [chakanjeongyukjeom], a The core of design talent donation lies in butcher shop, sincerity. In these projects, design is not about Nov 2012, 8) Ongoing showing how much somone has been helped but Branding BIGBANG 2012 about considering the needs of the recipient and We designed the new brand identity for the how they will sustain their business by finding, iconic K-Pop super band, BIGBANG. The main producing and realising solutions with them. aim of rebranding was to transfrom their These design solutions aim to ‘teach people how image from teen idols into mature musicians to to fish’ rather than highlight their individual characters and talents. giving them fish. Image Creation 2010 - present We designed six different versions of their new Understanding the power and potency of good album ‘Still Alive’ that include each member’s Hyundai Card Design Lab consists of 40 members images, Hyundai Card Design Lab ensures brand identity guidebook. The brand identity OYSTER 2013 of staff from a variety of fields as diverse as that images always play an integral part in guidebook is also downloadable from the OYSTER is a lifestyle brand made in architecture, business, fashion, graphic design, My D 2009 the design process. Be it visualising ideas, Hyundai Card design blog. collaboration with Emart - the largest Children’s Dream Library 2012 industrial engineering and product design. Based on the shape and design of Chosun era documenting the process or communicating (http://design.hyundaicardcapital.com) supermarket chain in Korea. OYSTER We designed and donated a children’s library Through its combined creative talents, Hyundai citizen ID cards, the My D is a company ID card our output with audiences in photographs transformed frequently used yet often poorly for childhood cancer patients who come to have Card Design Lab has successfully delivered designed for Hyundai Card employees. and videos, we take great care in ensuring the designed daily necessities into desirable objects regular check-ups at the Seoul Centre of the new types of collaborative projects with other The Table 2013 highest standard of quality. - most notably household rubber gloves. Since Korean Association for Children with Leukemia companies, ranging from a supermarket chain The Table a very big table (7.5m x 4.5m) in the This has seen Hyundai Card Design Lab work launching in February 2013, over 400,000 pairs and Cancer. to a car company. Through more collaborative shape of Yeoido, the financial district of Seoul closely with talented Korean photographers of OYSTER rubber gloves have been sold at projects we will endeavour to continue expanding where the Hyundai Card headquarters are to cultivate a visual identity that goes beyond Emart stores. into wider industries, on both a domestic and a located. Its surface is smoothly curved and merely showing the functions of our global level. covered in a grid where people can read or products and services and instead presents our play chess. All the pieces of chess and janggi customers with lifestyle choices to improve We are always looking for new and exciting (Korean chess) are reinterpreted into a grid and their lives. opportunities to work with individuals and are reference the skyscrapers that Yeoido is companies. Design Lab Renewal 2010 famous for. Hyundai Card Music Pop Up Store 2012 The Hyundai Card Design Lab is designed to be Hyundai Card MUSIC is an online platform for used as one big white sheet of drawing paper indie musicians to upload, price and sell their For more information, please visit stacked with layers of huge white foam boards music directly to their audience. http://design.hyundaicardcapital.com (1.2m x 2.4m). Rather than working individually The main idea of the pop-up store was to Design without words 2013 on computer screens, transform the music into something tangible Jeju Olle 2010 Sometimes, pictures tell a better story. we unravel our ideas and visualise them by and valuable, so we made 1,945 music cards, As a part of our socially responsible projects, ‘Design without Words’ is a project archive putting materials on the boards so we can each containing one song that visitors could we provided holistic design consulting for Jeju book of Hyundai Card Design Lab, consisting share and manage ongoing projects with ease choose and borrow from the counter by flicking Olle, a non-profit organisation that developed of images created and documented from 2002 in the hectic studio. through cards as you would do with and maintains hiking courses around Jeju island. to 2013. HYUNDAI CARD DESIGN LAB HYUNDAI CARD DESIGN LAB

Hyundai Card Design Lab is designed as one big white sheet of drawing paper

stacked with layers of huge white foam boards (1.2m x 2.4m). Rather than work- ing individually on computer screens, we unravel our ideas and visualise them by putting materials on the boards so we can share and manage ongoing projects with ease in the hectic studio. HYUNDAI CARD . HYUNDAI CAPITAL HYUNDAI CARD . HYUNDAI CAPITAL

Hyundai Card . Hyundai Capital has redefined what it means to be a finance company by revolutionising a stagnant industry with its passionate commitment to high-quality and innovative branding design along with a series of philanthropic projects and radically re- vised corporate strategies that have been lauded and admired both domestically and abroad.

Financial Company Consulting Business

1 MONEY designjunction, 18-22 September 2013