The task was to re-launch the Gold and Platinum corporate cards
to promote their improved benefits to new and existing customers.
As there were no guidelines, no identity, no assets - we were tasked
with creating an entirely new CREATIVE suite with only the consumer campaign to work from.
to promote their improved benefits to new and existing customers.
As there were no guidelines, no identity, no assets - we were tasked
with creating an entirely new CREATIVE suite with only the consumer campaign to work from.
Gold Card
The cache of a Gold card is not what it used to be, particularly with business travellers. Therefore we positioned it as the best way to remove the stresses of business travel and make flying an enjoyable experience again.
The idea of the card being the start and end point of stress-free business travel, we used a flight path style not only as a new brand asset, but as a source of navigation.
To reinforce the 'Amex' brand, we chose colours from the ATL brand guidelines and the corporate font and then created a fluid, organic design in which to best describe the benefits of the Gold Card.
American Express Gold Card - Key Visual
DM pack
The welcome pack reflects the look and feel of the launch ad and uses the flight lines to lead the eye
to the card when fully opened. The documents are contained within secluded pockets, and the outer
is designed to open effortlessly.
to the card when fully opened. The documents are contained within secluded pockets, and the outer
is designed to open effortlessly.
Video
A 3-minute animated film for the launch event and internal comm's describing the benefits as a journey,
with the viewer arriving at the card. After launch this film was playing all in head office receptions across the globe
with the viewer arriving at the card. After launch this film was playing all in head office receptions across the globe
Stills
Launch film
PLATINUM Card
Platinum cardholders are mainly business owners who, due to the current economic climate, would choose
to save money by flying business or premium economy, but still retain the perks of flying 1st class.
to save money by flying business or premium economy, but still retain the perks of flying 1st class.
It’s about making business travel an even smoother experience than before. Therefore the approach and language confidently recognises that they have slightly higher expectations from their travel arrangements.
American Express Platinum Card - Key Visual
Welcome pack
The materials used in creating the Platinum pack had to evoke premium feel, so the box was constructed with thicker than usual card and coated in a tactile, soft-touch laminate. The card itself was presented along with a Zegna leather card holder discreetly embossed with the Amex logo for a constant reminder of the brand, while the brochure was designed to provide an aspirational snap-shot of a typical cardholder’s travelling life that could easily be kept in their briefcase for reference.
Spreads from the accompanying brochure
