Barclaycard was keen to explore the implications of launching a new corporate identity across various European markets. Consumers often take a while to acclimatise to new ideas or concepts, particularly when it means discarding something familiar, so we needed to find a way of getting over this tendency.

We recommended an immersion exercise, in which consumers were asked to consider a range of design ideas before taking part in interviews. This process enables us to highlight a need to balance consistency of approach with adaptability to the needs of the local markets involved.

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