Background The German Banking Industry Committee is the joint association of all banking associations in Germany (including savings banks, cooperative banks, private banks, and others). It is responsible for the girocard brand and the positive public perception of cashless payments from a current account. Challenge Designing and managing a product/brand of structural relevance, targeting “everyone,” while aligning with the brand identities of all participating banks, was a unique challenge. This included continuous advisory work within decision-making circles as well as the development of numerous strategies and design concepts for the (digital) future of the brand. Approach and Results The task was to address an audience with low emotional attachment, strong opinion-shaping via social media, and the need for an accessible, friendly design. We successfully rejuvenated the brand, making it more memorable and approachable. Furthermore, we significantly increased unaided brand awareness compared to “EC” or other payment methods. Until the end of 2023, the brand benefited from a comprehensive brand book with a clear look and feel, designed for endless continuation and adaptation. Many stylistic decisions were closely observed by competitors (e.g., major discounters). The banking associations had fully embraced the public perception of “their card” and its open, civic positioning — and were enabled to communicate it with confidence and consistency.