Rufus Leonard Design Travelex Cash Passport

17 July 2008

Rufus Leonard has created a new look and feel for Travelex Outsourcing, including their prepaid currency cards Travelex Cash Passport and Travelex Corporate Cash Passport which will launch this week. 

Rufus Leonard was appointed last year after a 3 way creative pitch.  The client, ‘Travelex Outsourcing’ is a division of Travelex which outsources the Cash Passport to clients such as Thomas Cook and The Co-Operative Travel and is now available in over 1,000 High Street branches across the UK. Travelex is the largest distributor of prepaid currency cards in the world and over a third of British travellers are likely to use prepaid currency cards in the future.

Travelex Outsourcing wanted to develop a new and distinctive look and feel for the division, within the realm of the corporate brand.  Specifically on the consumer side Rufus Leonard were asked to build awareness amongst consumers by re-designing the Cash Passport with currency specific designs used globally, for example a US Dollar card bought in Australia looks the same as one bought in Brazil. A world first for these cards, which are increasingly replacing travellers cheques and credit card usage abroad, these designs will help increase consumer awareness and merchant acceptance.   On the B2B side the leading brand and digital agency were asked to develop the Corporate Cash Passport as well as supporting product sheets and trade advertisements.

Rufus Leonard created the concept “The Global Traveller”.  Neil Svensen, CEO and Creative Director of Rufus Leonard explains; “The design concept communicates the large scale of travel and the foreign exchange business with a unique perspective on travel.  Breadth of expertise.  A global vision and products making millions of journeys simpler.”

In total 8 different currency cards were created each bearing an iconic aerial image which depicts that cards currency. The Grand Canyon depicts US Dollars and Stonehenge represents Pounds Sterling.

Ana Ansell, Head of Marketing for Travelex Outsourcing said; “The brief asked the agency to fit the existing Travelex identity and capture the special attributes of the Outsourcing business and our innovative Cash Passport product.  Rufus Leonard did this amazingly well and the final creative is distinctive and eye catching that customers have embraced, yet still feels part of the Travelex brand.”