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, we had to create an entirely new look and feel with only
the consumer campaign to work from.
and existing customers. As there were no guidelines, we had to create an entirely new look and feel 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.
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.
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 comms 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