Amercian Express Centurion brochure
Deliverables: Print
Client:
American Express
Creative direction
Design
My role:
Description:
To deliver a premium direct mail piece that captured the exclusivity of the Centurion brand while showcasing the breadth of membership benefits. Every aspect of the execution needed to reflect a heightened sense of privilege and sophistication, ensuring the final piece felt as rewarding and considered as the experiences it promoted.
The solution
We developed a meticulously crafted 16-page brochure, produced on premium stock and finished to the highest print standards to ensure a truly luxurious look and feel. To elevate the sense of personal connection, each brochure included a tailored letter, reinforcing the exclusivity of the Centurion experience. An additional insert provided a clear, detailed breakdown of the full range of membership benefits—presented in a precise, transparent format to cover all terms and conditions without diminishing the aspirational tone of the piece.
The Clever Bits
Every element of the direct mail pack was carefully considered to feel personal and highly relevant. Alongside a personalised letter and addressed envelope, the brochure itself was tailored to the recipient’s membership status. Depending on which benefits the card member was already enrolled in, they received a version of the brochure with targeted messaging—encouraging them to explore new rewards or make fuller use of those already available. This strategic personalisation ensured the content felt both exclusive and directly applicable to each individual.
The result
The final package delivered a refined and memorable experience, perfectly aligned with the Centurion brand. Combining exceptional production values with thoughtful personalisation, it strengthened member engagement and reinforced the sense of exclusivity that defines the Centurion program. The piece was exceptionally well-received, serving as both a practical reference and a tangible reminder of the lifestyle benefits that come with membership.
