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 emphasising a focused direction in which to best describe the benefits
of the Gold Card.
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.
Developed in association with Norvell Jefferson, www.norvelljefferson.com
Stills
Launch film
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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
Spreads from the accompanying brochure
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TAKEDA
Takeda pharmaceuticals have released a unique drug treatment programme aimed at providing respite and remission from the problems
of digestive tract diseases. As part of their initiative to normalise these conditions for sufferers, Takeda wanted to create an app-based customer engagement programme. We created the the following programme identities for selection and content for the app.
of digestive tract diseases. As part of their initiative to normalise these conditions for sufferers, Takeda wanted to create an app-based customer engagement programme. We created the the following programme identities for selection and content for the app.
Restore the Core route identity
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