discipline
Graphic Design
Industry
Banking
ROLE
Lead Designer
BACKGROUND
COLOR, MATERIAL, FINISHES & A REFRESHED DESIGN.
INSIGHT
THE EVOLVING BRAND.
As Delta explored a refined visual language rooted in glass-like materiality, light refraction, and dimensionality, the SkyMiles card portfolio became an opportunity to translate these evolving brand cues into a physical object carried by millions of members.
OBJECTIVE
A NEW LIGHT.
Modernize and elevate the card design while preserving the familiarity and recognition that customers associate with the SkyMiles platform.
CELEBRATING AN ICON.
The Supergraphic, derived from Delta's iconic widget, takes center stage as the portfolio's defining visual element. Its split geometry informs the refractive treatment that cuts through the surface.
A FACETTED DESIGN.
The new refractive graphic treatment draws inspiration from the cut geometry of a diamond, reinforcing visual cues from Delta’s Glass Icon and historic Sky Diamond pattern. The textured surface interacts with light to create depth and movement, resulting in a more premium and dynamic experience.
A UNIFIED MATERIALITY.
The new refractive treatment replaces legacy brushed metal effects on the premium cards, unifying the SkyMiles portfolio.
IMPACT
CARRIED BY MILLIONS.
The refreshed SkyMiles AMEX portfolio serves as one of the earliest physical manifestations of Delta's evolved visual identity, transforming a widely successful loyalty platform into a premium brand experience carried by millions of cardholders.
