AMEX DIRECT MAIL
At Olgivy NY, I worked on several direct mail projects for AMEX. In this piece, I was able to use b/w photography to achieve the client’s goal: Help promote their exclusive Centurian Card.
The two sections of the direct mail piece covered finance and travel. Using abstract b/w photos as headings and delicate illustrations as icons added a luxury to the system.
The concept was to promote the use of AMEX’s OPEN, and its many features that offer benefits for the user. Candid lifestyle photography and pastels suggested that the OPEN card is available to all.
The OPEN direct mail system included a letter and branded envelopes.