The TD® Aeroplan® Visa Infinite Privilege* Credit Card is built for high-income frequent flyers and loyal Air Canada travelers who want luxury airport perks, fast Aeroplan status building, and comprehensive travel insurance.
Company
TD Bank
Role
Creative Dirrector/Designer
Project Overview
People at this income level don’t need to be sold a card. They need to be reassured they chose correctly. And they read luxury the way they read an airport: by restraint. Lounge access, priority lanes, the quiet door off the main concourse. Nothing about privilege announces itself. The customer’s first physical contact with the product is the first chance to confirm the decision, and it has to speak in that same register.
Challenge
A credit card welcome kit is, structurally, a compliance document. Terms, insurance certificates, activation steps, and in this case up to three cards for a primary holder and supplementary users. The default industry solution is a printed carrier with a card glued to a perforated panel, which is the exact opposite of what someone paying a premium annual fee expects to open. The kit had to carry all of that legal and functional load while behaving like an object worth keeping.
We designed the kit as an object rather than a mailing. Black on black, no printed sell, nothing shouting from the outside. The Aeroplan mark was etched into a metal plate that served as both the cover graphic and the closure, so the first thing the customer handles has the weight and finish of the card itself. Opening it reveals a fold-out panel with the cards seated in individual wells, each one presented rather than attached. The collateral and required materials sit behind that reveal, so the compliance never leads.
