Premium card concepts created at The Fat Oracle (TFO)
Product Design · Card Concepts · Visual Systems
Four premium cards. One clear brand hierarchy.
While at TFO, I developed four American Express card-face ideas, including two DBS-American Express co-branded directions. Each explored a different premium look while keeping the brand relationship easy to read.
- My role
- Card-face design and visual exploration
- Credit
- Concept work completed while working at The Fat Oracle (TFO)
Product expression
How the idea was built into the object people would actually meet.
The product problem
The cards needed to feel premium and distinct, but American Express still had to be instantly recognisable. The two co-branded options also needed a balanced, uncluttered relationship with DBS.
The design logic
I kept the core brand hierarchy steady, then used colour, pattern and finish to give each concept its own character. That created variety without weakening either brand.
What was developed
Four card-face concepts, including two DBS-American Express co-branded directions.
The review value
The study produced four clearly different options for review, with the co-branded cards keeping both names visible and properly balanced.