Diners Club
Together Belong brand refresh + ongoing creative direction
Diners Club, a brand built over 70 years as a luxury travel and dining payments brand - the first charge card in the world, in fact, was losing relevancy in a world full of newer, more tech-forward payment methods. And as the onset of COVID brought both travel and dining to a screeching halt, the brand was under threat like never before. Not to mention, it operates in a franchise model, with different campaigns going on simultaneously around the world at any given time.
We took this opportunity to step back and reevaluate the brand purpose, putting Diners Club at the center of belonging and togetherness, whether our Clubmembers were close to home or far away. Working together with key franchise partners from every region, we developed, socialized, and brought to life Diners Club’s new platform: Together Belong.
My roles: Creative direction, brand strategy, concepting, art direction, copywriting, channel marketing
Unlock your world
We created this film as a way for franchise partners around the world to bring the Together Belong brand to life in a way that would tell a joyful, vibrant, global story. Some used it was a TV spot, others ran it on social, and others used it at events - but it fit many needs worldwide and told the brand’s story in a new way.
Owning social channels (@dinersclub on Instagram, Facebook, Threads, and more) gave us an opportunity to express the brand’s ethos via original photography and video content.
