Tarot Card Deck Design for BLN's 2025 Social Media Campaign

Every year, BLN Software runs a themed social media campaign to engage their audience and build brand awareness. Previous years explored retro video games, sports, and vintage technology. For 2025, we wanted something that felt a little more mystical—a concept that could speak to the future-forward optimism of partnering with BLN.

So, we set out to design a BLN-themed deck of 27 original tarot cards.

We developed a series of fictional tarot cards, each designed to convey a different benefit of working with BLN—support, clarity, confidence, and more. While the final spread of the year paid homage to classic tarot archetypes (The Magician, The High Priestess, The World), the rest of the series introduced original cards like The Bridge, The Bloom, The Anchor, and The Mirror. Each card became its own moment of storytelling, tying abstract concepts back to BLN's value as a partner.

To keep the cards grounded in BLN's identity, we wove subtle brand and industry motifs throughout the designs—binary numbers, computer imagery, and hexagons (a recurring shape for the brand) all made appearances, ensuring each card felt unmistakably theirs while still honoring the mystical tarot aesthetic.

As creative director and lead designer, I worked closely with BLN's marketing manager to establish the visual direction for both the cards and the environments they lived in. I curated the overall deck aesthetic, the first card in the series, and the photorealistic table surface to set the tone for everything that followed.

From there, the project became a team effort. Our three-person design team rotated responsibilities each month: each of us designed one card, and we took turns leading the monthly output, which included creating a new table design and overseeing the card spread animations.

One of the biggest wins of this project was from an operational perspective.

In previous years, BLN's themed campaigns produced 2-3 posts per month. For 2025, I systemized our approach so we could increase output to 5 posts per month without sacrificing quality: an intro spread animation, three individual card reveals, and a closing 3-card spread animation.

By establishing clear visual guidelines, rotating ownership, and building in structured touchpoints, we created a machine that could scale, while still leaving room for each designer to bring their own creativity to the cards & tables they owned.

Over the course of the campaign, I personally designed 10 cards, including the back design that unified the deck. The series maintained a cohesive flat vector aesthetic throughout, balancing visual consistency with individual expression across the team's work.