Hyundai Capital and HyundaiCard assigned Total Identity to develop two retail concepts for the Korean market. To extend the concept Total Identity has asked the Amsterdam-based architect agency Concrete to outline the concept on a three-dimensional scale.

New dimension

Total Identity and Concrete firstly developed the concept of the Finance Shop: a place where people can experience the essence of the HyundaiCard and Hyundai Capital brands. This way the abstract and traditional image of financial services will get a new dimension, a tangible one, a concept close-by. Furthermore two so-called Brand Shops are created, focused on brand experience. Beside a Finance Shop these shops accommodate also a Coffee Shop, a Club Service Center and a Design Shop (inspired on the New York Museum of Modern Art), with all shops situated around a centrale ‘lounge’ area. Total Identity’s focus is the graphic design (two-dimensional) of the shop, where Concrete’ aim is the interior design (three-dimensional). The two creative agencies work closely together to inspire and enhance each others design.

Ongoing identity process

It is not the first time that Total Identity works for HyundaiCard. Three yeara ago the Dutch agency developed a new corporate identity, a brand identity and the corporate design for HyundaiCard. HyundaiCard sells credit cards to car owners but wished to expand to new clients. In contrast with Korean tradition the market communication focuses on individuality and personality. The design program therefore had one prominent feature, a corporate typeface: the Youandi, designed by Total Identity. Besides its unique market communication adaptations the Youandi also stands out as a crossover between two ‘cultures’: the Latin script and its counterpart the Oriental Hangul.

The design and brand series for HyundaiCard where implemented thoroughly and consequently, for corporate identity is not a one-time exercise, and attention to detail and sticking to the quality standards will determine the result. Furthermore the corporate identity was given a architectural third dimension that strenghtens the graphic presentation, thus making HyundaiCard a strong and recognizable brand.