ROLE

As Creative Director, I led visual and UX strategy for the Sapphire Reserve launch. This included creative direction for all launch and ongoing campaign emails, cross-branded partner emails, launch websites, and the press release booklet. I selected and directed photography to ensure brand consistency and oversaw the complete UX design to deliver an intuitive, premium digital experience.

METHODOLOGY

We began by defining the brand's visual and messaging framework to align with Chase’s premium positioning. I collaborated closely with marketing, product, and partner teams to ensure storytelling consistency across all channels. I led the creative direction of email design systems, art-directed photography choices to reflect the brand's aspirational lifestyle promise, and designed the press booklet to communicate a clear, compelling narrative. On the digital side, I led UX design for launch websites, ensuring usability matched the brand’s elevated feel.

All of this work was done in close partnership with agencies including Big Spaceship, Droga5, Play Workgroup, and Brandley & Montgomery, who were the creative workhorses we led to bring the vision to life.

IMPACT

The launch delivered a seamless, premium experience that helped establish Sapphire Reserve as a standout brand in the travel rewards market. The unified creative system ensured brand consistency across emails, web, print, and partner channels—driving strong adoption and awareness at launch while setting the foundation for ongoing campaigns throughout the year.