To deepen relationships with their ultra-high-net-worth clients, Union Bank set out to create an invitation-only credit card for a handpicked few. Named Aprive—a coined word inspired by the French prive (“private”)—the card needed to feel as exclusive as its audience.
I led the development of design concepts for Aprive, exploring hybrid metal finishes, engraved details, and understated color palettes like copper, charcoal, and rose gold. Every design choice was made to communicate sophistication, discretion, and permanence—so that when cardholders pull it from their wallet, it’s a quiet display of status and a signal of belonging.
The result was a set of concepts that elevated the card from a financial product to a tangible expression of Union Bank’s most premium promise.