AMEX: Member essentials
During my time at Sandbox, American Express brought forward an RFP looking for a solution to low levels of interaction when it came to card benefits, travel experiences, special events, dining recommendations, and offers.
They needed a solution that could work universally across four separate card portfolios (Blue, Charge, Platinum, Centurion) and be produced on a consistent basis, adhere to each card’s brand guidelines, and provide new content each cycle. My team crafted a monthly email-based newsletter, built on kinetic modules that could be adjusted for the latest updates and for each audience.
DYNAMIC
Every layout was a perfect puzzle of content and design, shifted and tweaked to appeal to the audience and produce consistent engagement.
CUSTOMIZED
Each “newsletter” was curated for the specific demographics, interests, and spending habits of each type of cardholder.
ENGAGING
With an average of two lines and four characters per headline the opportunity to catch attention was slim - but met every time.
