UniRush, the prepaid card marketer co-founded by hip hop mogul Russell Simmons, has launched a portfolio of new designs for its RushCards as part of a broader marketing and branding strategy.

It's the first redesign for the cards in more than a decade, and each design was based on customer feedback, UniRush says in a Feb. 27 press release. Some of the designs come from Kimora Lee Simmons, a fashion designer and creator of Baby Phat.

The set of cards include pearl overlays and thermal printing for personalization. "My new cards are smart and chic and exactly what every girl should have in her wallet," says Kimora Lee Simmons, who is also Russell Simmons' ex-wife, in a press release.

UniRush launched RushCard in 2003, and has been recasting the card over the past few months to meet the changing demographics of its user base, which now includes more consumers with bank relationships.

The redesign also extends to the company's website and social media sites. UniRush's new CEO, Rick Savard, is also charting a course into payroll cards.

While Russell Simmons often appears in ads for RushCard, he has a direct management role with UniRush.

"The new RushCards are designed to enhance our members' loyalty and sense of belonging, especially since they took an active role in the process," says Russell Simmons in the release. 

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