Mashreq was moving from 100% virgin-plastic cards to 100% recycled-plastic cards and asked for a complete redesign with an environmental theme.

A payment card is still a payment card, and at roughly 5 grams of plastic per card, “eco-friendly plastic” alone is rarely meaningful enough to change behaviour or build pride.

That meant partnering with an organisation with genuine on-ground impact, then building a mechanism for cardholders to participate in conservation.

Key Insights

A card portfolio illustrated with endangered UAE species, designed to spark curiosity, highlight vulnerability status, and prompt action.

We identified over 20 endangered plants and animals, illustrated across the portfolio by tier, and designed each card to feel like a collectable artefact that people would actually look at.

We layered Augmented Reality onto the portfolio so cardholders could:

Through partnerships with Emirates Nature–WWF and Notice Nature, cardholders can register and contribute to spotting vulnerable species in the wild, helping conservation teams identify habitats that may need protection.

Many agencies can redesign a card.

We believe the real value is in turning a brief into a behaviour change opportunity — where brand, customer, and community all win.

Cards of Hope is proof that even a small everyday object can become an engine for participation, pride, and positive change.