LILA KYDD DESIGN
american express
PROJECT: Your Year in Review. This is an Annual Personalized Card Member Email for all American Express Card Members. We developed highly personalized and algorithmic emails for each American Express Card Member, reflecting their personal data and thanking them for their loyalty over X years.
reach: 140M American Express Card Members
As the Creative Oversight + Art Director, I collaborated closely with the design lead, client, account managers, production, and development teams to ensure seamless execution. With 14+ card products in the American Express family, the challenge was to design within three distinct branding kits while tailoring content to each card tier. Every email featured customized modules that varied by background color, typography, offers, and imagery, aligning with the specific benefits of each card. The horizontal lights and all of the fireworks represented in the email design are animated and display differently depending on the Card Product of the individual receiving this email.
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This project was an overwhelming success, significantly increasing Amex Offer awareness and driving engagement and usage across all platforms and devices.
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SERVICES
Art Direction, Creative Oversight, Email Design, Presentation.
american express
PROJECT: Trending Destination Email Series
I concepted, pitched and created this travel email campaign targeting American Express Card Members for three premium Card products: Amex Platinum, Amex Green, and Amex Gold. The email is designed to inspire travel bookings through the Amex Travel site while showcasing enticing global destinations.
My team developed multiple creative concepts to establish a distinct look and feel for one Card product, which was then seamlessly adapted across the subsequent two Cards. The campaign was thoughtfully executed for both desktop and mobile platforms, ensuring a cohesive and engaging user experience across devices.
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Additionally, various module tests were implemented where select Card Members received location based recommendations, while others received hotel and rental options. Kinetic modules were used across all three emails giving Card Members an elevated and interactive experience.
SERVICES: Art Direction, Creative Oversight, Email Design, Presentation, email testing.
