Paragon — This publication encloses a series of exclusive events curated for Hong Kong Centurion members. The idea of the brand is premium access and high-end curation, so the ‘P’ becomes a key that opens the world of special treats dedicated to Centurion Members. American Express Hong Kong needed a family of branded publications that would be recognisable as well as differ based on the deal type.
Inner Circle — This name represents an exclusive club to which only Centurion members have been invited. Broad enough to encompass partner offers, benefits, and rewards, it unifies the wide variety of disparate communications being sent to Card members. The ideas of premium gifting and enclosing, as well as the inclusive/exclusive circle shape led to the brand elements that wrap all collaterals together.
Studio: G.A Group
Client: American Express
Design: Claudia Colombo