In 2019, American Express engaged the agency to conduct a complete redesign of the Delta SkyMiles® credit card portfolio – creating a series of seven distinct yet cohesive card designs across consumer and business.

The overarching concept: evoke the world’s best customer experience every day and provide fresh opportunities to for positive customer touchpoints with Card Members. With American Express and Delta’s creative brief and design direction, the agency created a series of seven distinct, yet cohesive card designs across consumer and business, drawing from recognizable elements of both the American Express and Delta brand identities. Using a simple monochrome design allowed elements like the two logos and the recognizable Delta supergraphic to pop.

The agency drew from the best elements of the American Express and Delta brand identities to tell a new story of a decades-old partnership between two leading consumer brands. The monochrome design is simple with depth, allowing elements like the two logos and the recognizable Delta supergraphic to pop. ?

The Platinum and Reserve cards were made with stainless steel metal.

Demand for the new premium metal cards exceeded forecasts by 2.5–5 times. Card Members also proactively called in to request the new Blue and Gold designs. 383 News Stories about the card refresh. A series of American Express social media posts featuring the card designs exceeded benchmarks for engagement by up to 70% - these were our top Delta Amex social posts in 2020.