Founderscard is a Manhattan based international, invitation-only community, developed to support and reward innovation and entrepreneurship through access to exclusive networking events and lifestyle benefits provided by leading brands.
Members include the founders and CEOs of many of today’s most successful companies located throughout the world’s major cities. The community’s membership card, a unique and exclusively machined piece of metal, is packed and shipped in a custom tube created by visual communications agency Hovard Design.
"When Founderscard asked us to redesign the packaging for delivery of their membership card to new members we were thrilled—as an invitation-only benefits and networking community, they cater to entrepreneurs and innovators around the world, allowing us to rethink the packaging and develop something 'outside of the box', literally.”
“The final design included a customized tube, insert card, mailing label and custom-designed postage stamp. One new member already noted it as 'a great example of a membership package done right: the design is impeccable."-Taken from Hovard Design’s Behance portfolio.
Hovard’s smart mix of bespoke structural design, material selection and print treatments both compliment and juxtapose the industrial aesthetic of the card. It neatly sidesteps the conventional and superfluous cues commonly associated with expense and exclusivity in favour of something far subtler and significantly more personal.Structurally the tube delivers size, stature and a cylindrical contrast to a card that is small, rectangular and flat. Its cool grey, block foil and circular line details tie in well with the drilled industrial precision of the card while the uncoated substrate, in combination with a sticker treatment, that tears on opening adding texture and engagement, a hand-stamped print treatment and edition number delivers a handcrafted and limited edition sensibility.
The red aviation stamp, utilitarian slab serif typography set across a large and spacious adhesive label offer a contemporary a popular interpretation of a classic (and modernistic) postal aesthetic that feels distinctive, unique and functional. The unusual non-hierarchical lowercase type-setting of ‘entrepreneurs and innovators’ suggests equality and a united spirit amongst its members and offers a significant contrast to the bold, uppercase and san serif Founderscard logo-type. Together these intelligently balance the formality and status of the brand and the informality of membership. The result is confident and unassuming, suitably delivering personal, retrospective, craft-like sensibilities alongside the exclusivity and contemporary qualities of the machined card. The mix of simple untampered materials, textures and assembly appears as a reflection of modernistic principles that places weight on the value of design over the perceived expense of the base materials offering a sophisticated and complete experience.
Opinion by Richard Baird