Pride Credit Card
Date
2024
Role
Visual Design · Brand Design · Digital & Print
Team
Olga Kutnyakova · ECD: Jorge Orozco-Cordero
Overview
Discover’s Pride ERG and leadership wanted a refreshed Pride card that felt celebratory, current, and relevant to a broader community.
Approach
I collaborated closely with Discover’s Pride ERG throughout the process, using iterative feedback sessions to evaluate concepts and guide decisions around color, iconography, and tone rather than making assumptions about representation. I explored a range of visual directions that balanced recognizable Pride symbolism with Discover’s core brand system.
I also worked closely with our card production partner to refine the materials and finishes of the final concept. A pearlescent white base, holographic foil clouds, and spot-gloss rainbow create subtle shifts in light and color as the card moves. The design also incorporates Discover’s signature orange core, carrying the brand through not just visually, but in the physical construction of the card itself.
Results
The final card launched for Pride Month and was well received by members, creating a more expressive and tactile extension of the Discover brand.
ERG partners felt the final design struck the right balance between Pride expression and Discover’s brand.
"These are so beautiful, I can't wait until it comes out so I can order one." - Tricia Rose, ERG partner
Customers responded to the card as something personal, expressive, and worth carrying.