Background:
The Yerushalmi Resident Card is a discount and benefits card based on residence. The card is intended for residents of Jerusalem who have identity cards and in order to receive the card, one has to go through a registration process. One of the main reasons for producing the card and encouraging its use, is the need to increase the local business activity and the relationships between business owners and the residents of Jerusalem.

The Challenge:
Why specifically a Jerusalem card?

The requirement to undergo a physical registration process that includes a photo, and the fact that not all Jerusalem residents are registered as residents of the city at the Ministry of the Interior (students, new immigrants and tenants), has created a whole different kind of challenge. In addition, the reward club market is flooded with dozens of similar products mostly offered through a special kind of credit card. So why would a person specifically use the Jerusalem card?

Our Solution:
A Jerusalem card for Jerusalem residents who deserve it

The various populations are demanding a solution conveying the message that this is a quality, dynamic card that’s worth carrying in any Jerusalem wallet. But that’s not all - the Jerusalem Card has become the pride and joy of every city resident, as this card helps people proudly identify themselves as being Yerushalmi (Jerusalemite). As part of the process, we gave the card a name and created a brand language with colors that will set the card apart from similar cards. Many products and campaigns were carried out for this card as a way to encourage its use. This led to a steady increase of its users.

In 2013 a new design was launched for the Jerusalem Card, and once again, we produced it.