Barclaycard wanted guidance on how they should present across a multitude of physical channels, without being too prescriptive of the eventual design. They wanted a loose set of principles that would allow a certain amount of 'creative interpretation' by the agency who would eventually take on the job & needed a set of principles to gently guide a certain look and feel to guarantee consistency & and own-able aesthetic. The sample pages here are a selection of pages taken from the stage just before refinement & handover to the client. I wanted to show a loose, sketchy version of work with this one as I actually preferred it to the final submitted booklet! More character...