International Card Services

ICS asked us to translate its refreshed brand into a clear, connected digital experience. Starting from the rebrand, we defined how the new style should work in products and services, not just presentations. As a customer experience (CX) partner, our focus was on the details that shape everyday use: typography, colour, motion, content and interaction patterns that are consistent, accessible and easy to ship.

The goal

“To make every aspect of the digital experience feel connected, with a clear flow from one touchpoint to the next.

We built a component‑based design system that scales across teams and channels. Tokens handle colour, type and spacing; components cover common patterns for account, application and service tasks; guidance sets rules for content, accessibility and motion. The result is faster delivery, fewer inconsistencies and a shared source of truth for design and build.

As a result, we delivered:

• A coherent, integrated user experience that reflects the brand values in use, not just in look.
  
  
• A future‑ready design system with tokens, components, documentation and governance.
  
  
• Assets for online and offline touchpoints, including applications, websites, letters, print and social templates.

The scope spanned applications, websites, social media, stationery, email and co‑branders. We paired visual design with functional detail: states, error messaging, accessibility and responsive behaviour. As the new language bedded in, reuse increased and teams extended the system to new cases with less rework. We defined measures for post‑launch, including task success on key flows, component adoption and time to publish.

With a solid, scalable foundation and a consistent brand experience across channels, ICS is set to strengthen its position as a leading issuer. The new digital system gives teams the tools to inspire, connect and serve more customers today, and to evolve with confidence tomorrow.