BT Star Card
Reconstructing Romania’s No.1 shopping card into a lifestyle brand
Star Card is Banca Transilvania’s shopping card — and, twelve years after its 2011 launch, Romania’s most widely held. With more than 500,000 users and a network of over 20,000 partner merchants, it had become the country’s No.1 shopping card, a genuine mass-market asset. BT, Romania’s largest bank, asked Brandient to reconstruct its identity for that leadership stage.
The challenge was to modernize without discarding: to protect the equity built into a card half a million Romanians already carried, while lifting it out of the category of purely functional payment instruments. The brief, in effect, was to turn a card people used into a card people wanted — to give an everyday shopping tool the appeal of a lifestyle accessory.
The strategic design move was to treat the card as a visual manifesto of contemporary shopping culture. A pop-art-inspired system — striking colors, large solid letterforms and a bold wordmark — gave Star Card a distinctive, desirable visual territory that stands apart on a crowded wallet and a crowded market, and matches the confidence of the market leader behind it.
Client:
Banca Transilvania
Industry:
Banking, Financial Services and Fintech
Project type:
Rebranding — Brand Reconstruction
Date:
2023
Services:
Brand and Portfolio Architecture · Design Audit · Logo and Visual Identity Program · Digital Design · Communication Design
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.