Will Lee

Design&Direction











































Info




DBS Black Premium Travel Card
Role: Senior Brand Designer
- Card Design
- Visual Direction
- Research & Concept DevelopmentDBS Hong Kong explored the launch of a premium black travel card designed for a new generation of travelers shaped by evolving post-pandemic travel behaviors. The project focused on developing a distinct card identity and premium brand experience tailored to DBS’s target audience through extensive research into travel trends, demographics, and consumer lifestyle insights.

The visual direction was inspired by the atmosphere and gradients of skies across different travel destinations, capturing the feeling of movement, travel, and exploration associated with flying. The identity system was applied across the card design and supporting brand experience touchpoints to create a cohesive and elevated visual language.

As a senior designer, I led the visual direction and design execution from early concept development through final presentation, translating research and strategic insights into a refined premium brand experience.

This project was developed as a brand design pitch and case study proposal for the client.