As the first credit card ever created in 1950, Diners Club International needed a refresh to reassume it's position as a truly premium global brand.
We redesigned a new brand system for a modern era from a new color palette & typography to language & bespoke photography.
If you are forever curious, endlessly open, and driven by discovery, you don’t need any invitation. You’re already one of us. You're in the Club.
To break through generic financial imagery and stay consistent across markets, we created a simple rubric for our photography: a compelling subject, a distinctive setting, and an unexpected twist.
Our photography style breaks through generic financial imagery with three core requirements: Our Subject, Environment and an Unexpected Twist. This approach creates premium distinction and transforms every image into a strategic brand asset that builds unmistakable recognition.
Our photography style breaks through generic financial imagery with three core requirements: Our Subject, Environment and an Unexpected Twist. This approach creates premium distinction and transforms every image into a strategic brand asset that builds unmistakable recognition.
Our photography style breaks through generic financial imagery with three core requirements: Our Subject, Environment and an Unexpected Twist. This approach creates premium distinction and transforms every image into a strategic brand asset that builds unmistakable recognition.
Our photography style breaks through generic financial imagery with three core requirements: Our Subject, Environment and an Unexpected Twist. This approach creates premium distinction and transforms every image into a strategic brand asset that builds unmistakable recognition.
Because of our name, some people thought Diners Club was only for dining. Our photography needed to highlight the full world the comes with being a Clubmember.
Using the Diners Club emblem as our base, we created a flexible design system built for storytelling.
We shot on location in Lisbon, Portugal & Jaipur, India.
