Hyundai Card

Definition of Strategic affect or being a part of consciously developed future planning by employ use to achieve the organisations aim through visual, functional and conceptual integrating of jut to create its appropriate external and internal identities, products and service offerings and missions. HyundaiCard (HC), a Korean credit card gild Even though HC was late for coming into credit card industries, they made a remarkable process by design management integrating brand identity. Visual integrating by design constitution According to Borja de Mozota (2003), strong brand identity can be achieved by visual integration.As figure 1 downstairs show, HC redesigned their logo and typeface based on the shape, ratio and angle of an actual credit card, short reflecting HCs identity (Total Active Media, 2004). With strong design policy supervised by HC Design research lab, the font is applied to all visual channels in the coherent manner for visual integration (Total Active Medi a, 2004). This reflects philosophy and culture of HC to not only customers but also employees to make strong corporal identity. Figure 1 Typeface You and I (Source Total Active Media, online, 2004) 1 DM5554 Strategic Design perplexity Functional Integration by card designConsumers are seeking to express the image of themselves through purchase a product or service that meets their self-expression and assertion of individuality (Cooper & Press, 1995). Similarly, they designed an integrated card hierarchy system according to users different needs. The credit separate are designed apply alphabet, number and colour with their font (Song and Bang, 2006). Moreover, they applied different alphabets to card for different benefits (Song and Bang, 2006). For example, the M card reflects quadruplicate benefits. Number system shows level of services (e. g. M2 contains more services than M, and M3 than M2).With colour, they defined premium level of cards (see figure 2). Regarding to card design, customers can understand this concept easily and feel credit cards desirable. By applying design strategy to convey consumers lifestyle into product and service, HC successfully fulfills consumers needs. Figure 2 realization Card Hierarchy (Source Unitas Brand, 2009) Conceptual integration by CSR Design can play important division in achieving CSR for companys long-term strategic advantage (Koo and Cooper, 2011). As figure 3 below show, HC has been taking various activities for CSR by giving their design talent.For example, HC designed the dreamlibrary for children who have got cancer and leukemia, bus displace for public and Super Concert for cultural & arts dispersion (Unitas Brand, 2009). These CSR activities create arrogant conceptual integration of brand images. 2 DM5554 Strategic Design Management Figure 3 CSR activities (Source Hyundaicardcapital. com, online, 2011) Conclusion Hyundai Card conducts design resources effectively, developing its external and internal identity, creating its product and service based on consumers need. It also enhance positive brand image by contributing to society.