More Than a Design
Launching PNC’s Hispanic-Inspired Debit Affinity Cards
PNC introduced a series of Hispanic-inspired debit affinity cards designed to celebrate cultural identity and strengthen relationships with Hispanic customers. I art directed a targeted CRM email that led with the visually distinctive card designs while positioning international money transfers as a complementary service—connecting everyday banking with the broader idea of staying connected to culture, community, and family across borders.
The Credits
Client: PNC Bank
Agency: RAPP Worldwide
Role: Art Director
Creative Direction: Terje Vist
Copywriting: Sibyl Munoz
The Challenge
Despite being active banking customers, many Hispanic consumers underutilize traditional banking tools.
In fact, 92% of Hispanic adults use fintech platforms—the highest proportion of any demographic in the United States.
Many gravitate toward services that offer Spanish-language interfaces, lower fees, and tools that better align with how they support family across borders. Traditional banks must work harder to build the same sense of accessibility, cultural recognition, and trust.
The Strategy
Insight: For many Hispanic customers, fintech platforms feel more accessible and culturally relevant than traditional banks.
To strengthen engagement with Hispanic customers, the campaign reframed everyday banking tools as meaningful expressions of identity and connection. By leading with visually impactful Hispanic-inspired debit card designs, the email positioned the card as more than a financial tool—it became a symbol of cultural pride carried into daily life. International money transfers were introduced as a complementary service, reinforcing the idea that banking can help customers stay connected to family and community across borders.
The Spark: Celebrate identity with every purchase.
The Spark: Celebrate identity with every purchase.
The Spark: Celebrate identity with every purchase.
The Spark: Celebrate identity with every purchase.
The Spark: Celebrate identity with every purchase.
The Spark: Celebrate identity with every purchase. The Spark: Celebrate identity with every purchase. The Spark: Celebrate identity with every purchase. The Spark: Celebrate identity with every purchase. The Spark: Celebrate identity with every purchase.
The Concept
More Than a Design
The creative concept, More Than a Design, positioned the Hispanic-inspired debit cards as meaningful symbols of cultural pride rather than simply aesthetic variations of a standard banking product. Each card design was presented as a reflection of identity, something customers could carry with them and express through everyday purchases. By framing the card as a celebration of heritage, the campaign transformed a routine financial tool into a visible connection to culture, community, and personal pride.
The Execution
The email opens with a dynamic hero animation that begins tightly focused on one debit card before zooming out to reveal all three Hispanic-inspired affinity designs. A soccer ball kicks into frame—an energetic cultural nod—before the scene expands to showcase the cards against a vibrant floral background. The pattern draws from traditional Hispanic design motifs while subtly incorporating PNC’s circular brand motif, blending cultural inspiration with established brand language.
The email layout was designed with a mobile-first approach, ensuring the experience felt clear, engaging, and easy to navigate on the device most customers use to read email. The design used strong hierarchy and focused messaging to guide customers from the introduction of the card designs to the primary action of ordering a new debit card.
While the experience was designed with a mobile-first mindset, the layout also scales seamlessly to desktop. The responsive structure preserves the visual hierarchy of the hero animation, card designs, and call-to-action, ensuring the message remains clear and engaging across devices.
By combining culturally resonant design with clear, mobile-first messaging, the campaign quickly drove adoption of PNC’s first Hispanic-inspired debit affinity cards.
The Results
1,400
Hispanic Affinity debit cards were issued within the first 4 days, compared to 160 typically issued during the same window.
+1,250
additional cards were driven by the campaign.
33%
of a typical month’s debit card volume was generated by the campaign’s incremental lift.
Client: PNC Bank
Agency: RAPP Worldwide
Role: Art Director
Copywriting: Sibyl Munoz
Creative Direction: Terje Vist
Motion Design: Anthony O'Neal
Strategy: Saskia Collins, Mallory McVey
Account Management: Suzanne Holzwanger
Project Management: Doug Shingler
Client: PNC Bank Agency: RAPP Worldwide Role: Art Director Copywriting: Sibyl Munoz Creative Direction: Terje Vist Motion Design: Anthony O'Neal Strategy: Saskia Collins, Mallory McVey Account Management: Suzanne Holzwanger Project Management: Doug Shingler