Role
Art direction
Client
Financial Times × American Express Platinum Card
Project type
Sponsored multimedia series
Context
A branded editorial series developed to frame American Express around the mindset of the
considered, future-oriented traveller — curious, culturally engaged, and intentional in how
time and money are spent. The work balanced aspiration with restraint, positioning discovery
as thoughtful rather than indulgent.
Approach
Defined a visual and narrative system rooted in optimism and anticipation, using composition,
pacing, and editorial hierarchy to evoke excitement without excess. The direction focused on
mood, clarity, and coherence across formats, allowing each story to feel distinctive while
remaining part of a unified series.
Deliverables
A series of campaign visuals constructed from layered imagery, supported by print executions
for FT Weekend and a redesigned digital hub. The system was designed to scale across
editorial, display, and owned environments while maintaining a consistent tone and visual
language.
Team
Digital design and web development — Alexander Kozlowski
Print feature for FT Life: Meaningful Pursuits, establishing a refined, aspirational tone that frames travel as a considered, values-led pursuit rather than consumption.
Print featured designed to signal credibility first, brand second—balancing FT Life’s editorial authority with American Express’ premium positioning across devices.
