We were approached by the team at Orbital to help name and brand a new credit card company created exclusively for Ultra High Net Worth individuals. The ambition was clear from the outset: to build a brand that offered not just financial freedom but an entirely new standard of living.
The result was HY10, a name born from the idea of a hyper personalised, heightened experience. HY speaks to the elevated, limitless service, while 10 represents perfection, the ultimate benchmark. A life lived at ten out of ten.
At the heart of the brand sits the card itself. A weighted steel statement piece with a distinctive metallic finish, symbolising strength, exclusivity and the unveiling of new possibilities. Every interaction, from companion cards for family and staff to the seamless multi currency app, reinforces the sense of infinite capability and effortless control.
Our work spanned naming, strategy, brand identity, tone of voice and digital design, culminating in a sleek website experience. Together with Orbital, we created a brand that positions HY10 as the financial partner for those who already have everything except limits.
