Creative Director Alido Pavan
Art Director/Designer  James Vigliano
Copywriter  Ron Kanecke

Project > 50-page Benefits Guidebook for Green and Gold Cardmembers. And subsequent Green, Gold and Platinum-member retention mailings.

Every so often American Express updates their 50-page Benefits Guide. In 2005, the stars were aligned while I was consulting for Digitas. Working as a team with a copywriter we developed an extremely functional, easy-to-navigate guidebook that could be carried in one's purse, or glove compartment. One that wouldn't bounce off the kitchen counter and straight into the garbage. One that would actually be kept nearby. 

This was a special low-run project only for present cardmembers. The tabs eliminated the need for a table of contents that would have to be bookmarked. The production person was ready to kill me while budgeting for it, but I would have it no other way. (I've been known to risk my job over others' trepidations. Why else would I be doing this?) Consequently, it was cited by Amex as the "finest version of the Guide they've ever had." It comes in two versions, Green or Gold. I would be pleased to show them to you.