Perk up.

To accelerate crypto’s ascent up the adoption curve Plutus came up with a Trojan horse: A rewards program on everyday spending, giving cardholders cashback in their own cryptocurrency, as well as perks and discounts. Clearly a big rebrand and an upgraded web presence were in order.

With a reputation for being esoteric, volatile and complicated, widespread acceptance of cryptocurrency has remained elusive. The core creative concept was to position Plutus as the bridge between the digital economy and the “real” one, bringing crypto out of the shadows into a colourful world full of people and stuff, perks and rewards.

Energetic, exciting and joyful, the brand comes to life through a combination of ingredients, including a unique mix of photography and illustration, and a whole lot of motion. People-first and lifestyle-led, it gives Plutus the feel of a consumer brand.

The goal of the marketing website is to showcase the Plutus card and the stack of perks that come with it, without too much fuss about crypto. The navigation is action-oriented, using the verbs “Earn”, “Bank” and “Swap” to immediately clarify what Plutus is about. Full of interactive motion graphics, spinning coins and animations, the site straddles the line between fun and safe, appropriate for a card that has ambitions to become people’s day-to-day primary spending account.