%20(1)%20(1).jpg)
Union Coop sits at the heart of everyday life in the UAE, particularly for Emirati households. With loyalty driven through Tamayaz and grocery spend forming a constant, high-frequency touchpoint, the opportunity was to create a card experience that felt both familiar and elevated.
The brief called for a tiered card system that could flex across threeMastercard variants - Platinum, World and World Elite, each clearly distinct in value and status.
Beyond the card itself, the experience needed to extend into the first physical interaction with the brand, shaping how customers receive, perceive, and connect with their card from day one.
Rather than treating this as a simple co-brand, we developed a unified design system that allowed Liv, Union Coop and Mastercard to coexist with clarity and balance.
The system was built to scale across three Mastercard variants — Platinum, World and World Elite; creating clear differentiation while maintaining a consistent visual language that reinforced trust and credibility.
Designed to stand apart
Each card variant was crafted with its own personality.
Platinum and World were designed to feel confident and contemporary, while the World Elite card was elevated through subtle premium detailing, refined finishes, and restrained visual cues — appealing to a highly selective, VVIP audience.
The experience extended beyond the card itself into bespoke welcome packs, shaping a first impression that felt intentional, premium, and considered.
A snapshot of how the card system came to life, from design routes to final executions across physical touchpoints.
.png)
