Barclaycard is known mainly for its co-branding. The U.S. team began the process of creating Barclaycard's own identity. My role: creative direction, design and messaging. The “Get it all” campaign, developed with my creative director, makes an emotional connection between Barclaycard membership and life’s most magical milestones. We were ahead of our time in positioning fintech with a heart – a theme later picked up by global agencies.