Associated Banc : Going vertical and making a ‘state’ment with all new debit card designs

Associated Bank introduces new debit card designs for all cardholders - Platinum, World, Private Banking and Small Business. In addition to new artwork for select customers, debit cards will now feature a vertical orientation to reflect how customers are using and seeing their cards. New designs went live January 2022.

Because of increased "Tap & Go" technology and EMV chip readers, consumers are using debit cards vertically more than ever. Thus, Associated Bank made the move to vertical designs, providing ease of use for customers, and providing a unique offering compared with other traditional banks around the region.

"The way customers use their debit cards continues to evolve, with chip readers and now contactless Tap and Go technology becoming the normal way we all pay," said Michael Beaupre, director of consumer products for Associated Bank. "The modern vertical designs are a better fit for how customers use our best-in-class debit cards in their day-to-day lives."

With the refreshed design, Associated also saw an opportunity to review current card artwork offerings and expand the debit card suite to include more options for Private Banking clients, as well as offering specialized cards to Illinois and Minnesota customers.

"It's exciting to see our new designs go to market, especially the city and state themed cards, which colleagues helped to choose," said Kristen Lanza, marketing creative manager for Associated Bank. "Whether it's Platinum or World, Private Banking or Small Business, our customers likely carry their debit cards with them everywhere they go. These debit cards are a reminder that Associated Bank is more than a bank; we are a proud and committed partner to the communities in which we serve, and we share that pride with the loyal customers that call our communities 'home'."

In addition to offering easy use for touch-free payment systems and chip readers, the new debit cards house all identifying information on the backside of the card to enhance safety and security.

Card Roll-Out

Customers will receive new designs as cards become eligible for re-issue. However, customers may request a new card for instant issue at an Associated Bank branch or call Customer Care a 800-236-8866. Cards requested via Customer Care take 7 to 10 business days to arrive.

As part of the roll-out, previous card art will no longer be available for request.