Perceived as a status symbol with high fees and strict eligibility criteria, Amex was expanding its portfolio to offer a more accessible entry into membership – a card for frequent use designed for people who admired the brand but felt it was unattainable. I developed the concept ‘closer’ which reinterprets the brand’s visual assets to bring the iconic centurion closer to the customer. The idea of proximity was expressed through a redrawn/enlarged version of the asset enabling people to see more detail of the otherwise low-res centurion found on other cards.
The concept of proximity invites an enlarged presence of the Centurion on the card, leveraging its iconic status. The greater real estate calls for enhanced definition, bringing the icon closer to the viewer and making the concept more immediate. In association with crosshatch artist Keith Witmer, and for the first time in 60 years, the figure was redrawn adding detail whilst retaining the integrity of the original brand property.