Supercard is the best Swiss retail loyalty program, offering hundreds of products ranging from daily specials, coupons and collect&win trophies to digital payment. With its wide range of business areas, SUPERCARD is a widely popular service among the population. In order to keep the visual appearances on track, BUERGY was commissioned to review the digital identity within all applications and to create a unified brand identity across all digital touch-points.

A versatile design toolkit

With SUPERCARD being well known in the national market and serving approximately 1 million customers, the brand and loyalty program strived to refresh the visual identity with the goal of creating a new guideline to put its activities to the next level. BUERGY was given the task of reviewing the visual language within all digital applications and to create a unified brand identity for all digital touch-points. The goal was to adapt the existing and create a slightly new design-system corresponding to the modern trends and requirements of UX in order to enhance the connection with the customers.

We transformed the existing design language into ready-to-use building blocks, creating a toolkit that allows teams to apply the design across any digital project. For the many suppliers and designers, we developed easy-to-use guidelines for all applications, ensuring a consistent, unified and good looking brand experience. The styleguide document gives the design teams now the power to continue working independently on the brand and keep the brand identity of SUPERCARD consistent in the future. 

From a visual perspective, our work established the strong design language that you can see in use today. But, more importantly, we brought the bigger digital picture back to the project, defining a certain vision and developing a strategic approach that provided structure for the complex ecosystem of the SUPERCARD services. So that in the future every element of the visual identity supports the brand promise of quality, trust and innovation.