Launching Skye Mastercard – A Seamless Brand Experience Across Every Touchpoint
Overview
For the credit card rebrand and launch, the business faced a sweeping transformation: consolidating a fragmented portfolio of sub-brands into a single unified identity, Skye. This meant rebranding every customer touchpoint across both B2B merchants and B2C cardholders, clearly communicating the changes to each audience, revising card terms, and refining the credit card offerings themselves. At the same time, the team had to develop a consistent visual and verbal identity robust enough to scale across every channel, all synchronised to hit a hard launch deadline.
The Problem
Launching a brand-new credit card product from scratch meant solving for consistency and trust across a wide range of disconnected touchpoints:
No existing brand system – With no established design system in place, there was a risk of inconsistent UI and brand execution across web, app, email, and print.
Fragmented customer journey – Customers would interact with the brand across many channels – website, app, email, in-store card activation – with no unified experience tying them together.
New product, no trust yet – As a new card in market, the brand needed to build customer confidence and drive adoption from a standing start, both online and in physical retail moments.
The Solution
I designed and delivered a connected suite of experiences, each building brand trust and consistency at a different customer touchpoint:
Apple Pay
Drawing on my brand design background, I designed a co-branded Apple Pay and Skye campaign to inform customers of its benefits – mocking user flows, wireframes, prototypes, and responsive UI for mobile and desktop, then running usability testing ahead of launch to ensure a seamless payment experience.
[Image: Co-branded Apple Pay and Skye landing page and marketing email]
Website
I designed the consumer-facing website for the new card and brand – covering research, workshop facilitation, user flows, sitemaps, wireframes, prototypes, content, usability testing, and developer handover.
Merchant Dealer Portal
Working closely with the Head of UX Design, I designed hi-fi prototypes for the portal merchants use to manage and track sales, running usability testing before finalising the UI through to developer handover.
Email Marketing
I designed a suite of email templates to drive engagement and build brand trust – covering desktop and mobile design, content, CTA copywriting, and Litmus testing across clients.
Velocity Campaign
I designed a co-branded acquisition campaign with Velocity, encouraging new customers to use their Skye card for flight bookings and rewarding non-members for joining.
[Image: Co-branded Skye and Velocity acquisition campaign]
Digital Style Guide
Before Figma Design Systems existed, I built a digital style guide defining styles, fonts, colours, and components for the Skye brand – leading developer walkthroughs and design reviews to keep the front-end build consistent.
[Image: Digital assets and brand style guide used by engineering teams]
Card Artwork
I designed bespoke card artwork built to stand out in-wallet while staying true to the Skye brand.
Card Carrier Packaging
Working with product and marketing, I designed card packaging concepts, prepared final artwork, and signed off on print.
[Image: Card carrier packaging for card activation]
Results
The brand and credit card launch delivered strong results across every customer touchpoint:
Apple Pay & Website – Built brand trust through clear, consistent communication that kept customers informed of new card features
Merchant Dealer Portal – Enabled merchants to track sales pipelines and follow up leads to generate new business
Email Marketing – Achieved a 30% open rate and a steady 20% click rate
Velocity Campaign – Lifted sign-ups by 10–15% following launch
Digital Style Guide – Gave developers a consistent system to build UI elements across all digital Skye products
Card Artwork – Delivered a minimal, cutting-edge card design with consistent brand execution
Card Carrier Packaging – Achieved 100% card activation by customers
