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Leighton Davies
Senior Creative Copywriter
American Express Corporate Gold Card
CONCEPTS / WRITING
CHALLENGE
The cachet of a Gold card is not what it used to be, particularly with business travellers.
We need to convince weary travellers that Amex is still the gold standard for conducting business around the world.
INSIGHT
Frequent corporate flyers simply want as smooth a travel experience to conduct their business as efficiently as possible.
IDEA
The delivery of a new card would be reminiscent of receiving travel tickets. Positioning the card as being the start and end point of stress-free business travel. to do this we created a flight-path inspired design language not only as a new brand asset, but as a source of navigation for the literature.
American Express Corporate Platinum Card
CHALLENGE
If Gold card is for the highflying executive, the Platinum Card is aimed squarely at their boss.
We need to convince them that Platinum is their concierge for a travel experience like no other.
INSIGHT
Frequent corporate flyers simply want as smooth a travel experience to conduct their business as efficiently as possible.
IDEA
The delivery of each new card had to be an event. Every material had to feel just right. The literature would be shot and presented as a hard-back coffee-table book. something that would fit seamlessly with the stylised aesthetic of the world these people inhabit. it had to evoke the experience it offered.
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