The Schererville, Ind.-based Advance Financial Federal Credit Union announced last month that it began issuing a new Visa EMV debit card with a vertical orientation – a rebellious graphic design maneuver highlighting some of the pros and cons of quite literally “upending” a long-standing industry tradition of horizontal card design.

“We wanted a new look that would take advantage of our very contemporary color palate and because the design is vertical in format, we’d be reinforcing our philosophy of being ‘Always Ahead,’” Advance Financial President/CEO Jerry Gomez said. “The new look and design will provide that important ‘top of wallet’ appearance that all cards seek to achieve. I believe we are the first in our marketplace to go vertical.”

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Tina Orem


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