With almost 12 million cardholder customers, El Corte Inglés has replaced its old customer card with a new credit card that can be used for all purchases and cash withdrawals made at El Corte Inglés and anywhere Mastercard is accepted, which in the practice is almost anywhere in the world. The new card, launched in October 2022, reflects a new brand strategy for El Corte Inglés that positions the iconic Spanish department store group as a forward-thinking, people-centered company that delivers the best payment experience for all its customers.

When we were commissioned to make the product launch video, the main challenge was to present the new credit card as a bright, accessible way for people to enhance their everyday life. Our video approach uses illustration to strike a balance between the trusted elements of the financial world and the need for greater humanity and accessibility. 

Developed by César Barceló, an illustrator with a distinctive approach to character design that uses variable-width gesture strokes, and animated by Pep Sempere of EPS, illustrations allow for all the flexibility and dynamism that define the global market, and present the new El Corte Inglés credit card as a perfect fit for every customer, every purchase or every budget. The soundtrack created by Luis Ortega provides a unifying sonic thread that runs through the different narrative sequences, enhancing the upbeat spirit of the piece.

Gotham, the modern sans-serif typeface designed by Hoefler & Co., captures the forward energy of a fintech product; while black and white and a range of pale tones in brown, green and blue ensure neutrality and set an approachable tone, letting people know this is a credit card for all. Used as an accent colour, the iconic green of the Spanish department store chain, immediately recognizable as El Corte Inglés, is preserved and enhanced.