It’s not often that you get a blank slate to work with. Izicap was a pioneering French start-up working in the fields of Card Linked Data Marketing and Loyalty Programs. In fact, they were the first in Europe to offer digital loyalty and marketing solutions for local businesses. They came to Aericon very early, with only an idea and backing from the French Tech entrepreneur incubator. After many cross-timezone calls, I conceived their logo and created the look and feel for their debut website. Since their business model is card-based, I designed a simple flat logo symbolizing a credit card with its data strip curved to make it into a friendly smile (a natural association that Amazon has made clever use of). I paired this with a light sans-serif for the company name. This lightness carried over to the website, with thin gray outline illustrations and icons matched with bullet headlines communicating the values and benefits of the program. The overall feel is “approachable and no-nonsense,” removing the concern of difficult technology to master, and the heroes of each page feature small business workers blurred in the background behind the page headlines. After the website launched, the company received the backing of Credit Agricole bank and partnered with Ingenico to integrate with their POS payment terminals.