Aether
Overview
In today’s market of luxury credit cards, exclusivity alone is no longer enough. Ultra-high-net-worth customers now expect cards that are designed around their habits, preferences, and values. That was the insight that led me to create the Aether Card; a product designed to assist cardholders in maximizing their experiences in a way that goes beyond static benefits.
In today’s market of luxury credit cards, exclusivity alone is no longer enough. Ultra-high-net-worth customers now expect cards that are designed around their habits, preferences, and values. That was the insight that led me to create the Aether Card; a product designed to assist cardholders in maximizing their experiences in a way that goes beyond static benefits.with confidence and joy.
Reframing the Problem
Traditional high-status cards, such as the American Express Centurion, offer exclusivity but lack true personalization of benefits. Research has shown that in 2024, only 25% of cardholders reported that their card perks improved their lifestyle.¹ The demand for bespoke concierge services is evident, as seen in unsuccessful ventures like Magnises, which demonstrated strong consumer interest but suffered from poor execution.² Meanwhile, today’s affluent consumers increasingly expect financial products to reflect their personal values, favoring cards that support environmental or
social causes.³
At the same time, there’s a broader generational shift happening. A 2023 report states that 71% of consumers already hold two or more credit cards — yet 36% still plan to apply for a new one within the next year. That number skyrockets to 55% among 18–44 year-olds, signaling a growing demand not for more cards, but for better-fit experiences. These younger consumers are expecting their next credit card to match their lifestyle, with 74% of US consumers believe there is room to personalize rewards based on individual spending habits.⁴
This desire for personalization isn’t limited to credit cards, it’s a growing expectation across all financial tools. Only 45% of Americans feel their finance-related mobile apps offer a truly personalized experience, with younger generations leading the demand for more tailored, intuitive interactions.⁵ As consumers become more digitally fluent and value-driven, they expect their financial platforms, not just to serve them, but to recognize, adapt to, and anticipate their individual needs. The brands and institutions that rise to meet this demand will shape the future of loyalty in financial services, and that’s exactly where Aether is focused: building deeply personalized, purpose-driven financial experiences that evolve with each user.
The Approach
Naming
Early on, I explored names that conveyed brilliance, considering options inspired by mythology, astronomy, and alchemy. Some contenders included “Altair,” “Zenith,” and “Aurion.” Ultimately, Aether stood out because of its dual meaning, both a celestial element and an unseen force that permeates existence. Just as aether was believed to fill the cosmos, the card offers limitless possibilities beyond conventional luxury cards.
Aether /ˈēTHər/ • noun
1. According to ancient and medieval science, aether, also known as the fifth element or quintessence, is the material that
fills the region of the universe beyond the terrestrial sphere.
2. In Greek mythology, it was thought to be the pure essence that the gods breathed, filling the space where they lived, analogous to the air breathed by mortals. It is also personified as a deity, Aether, the son of Erebus and Nyx in traditional Greek mythology.
Origin: late Middle English, from Old French, or via Latin from Greek aithēr ‘upper air’, from the base of aithein ‘burn, shine’.
Early on, I explored names that conveyed brilliance, considering options inspired by mythology, astronomy, and alchemy. Some contenders included “Altair,” “Zenith,” and “Aurion.” Ultimately, Aether stood out because of its dual meaning, both a celestial element and an unseen force that permeates existence. Just as aether was believed to fill the cosmos, the card offers limitless possibilities beyond conventional luxury cards.
Aether /ˈēTHər/ • noun
1. According to ancient and medieval science, aether, also known as the fifth element or quintessence, is the material that
fills the region of the universe beyond the terrestrial sphere.
2. In Greek mythology, it was thought to be the pure essence that the gods breathed, filling the space where they lived, analogous to the air breathed by mortals. It is also personified as a deity, Aether, the son of Erebus and Nyx in traditional Greek mythology.
Origin: late Middle English, from Old French, or via Latin from Greek aithēr ‘upper air’, from the base of aithein ‘burn, shine’.
Early on, I explored names that conveyed brilliance, considering options inspired by mythology, astronomy, and alchemy. Some contenders included “Altair,” “Zenith,” and “Aurion.” Ultimately, Aether stood out because of its dual meaning, both a celestial element and an unseen force that permeates existence. Just as aether was believed to fill the cosmos, the card offers limitless possibilities beyond conventional luxury cards.
Aether /ˈēTHər/ • noun
1. According to ancient and medieval science, aether, also known as the fifth element or quintessence, is the material that
fills the region of the universe beyond the terrestrial sphere.
2. In Greek mythology, it was thought to be the pure essence that the gods breathed, filling the space where they lived, analogous to the air breathed by mortals. It is also personified as a deity, Aether, the son of Erebus and Nyx in traditional Greek mythology.
Origin: late Middle English, from Old French, or via Latin from Greek aithēr ‘upper air’, from the base of aithein ‘burn, shine’.
Logo Development
For the icon, I initially explored abstract symbols, monograms, and minimalist geometric designs. Beyond earth, water, fire, and air, aether was considered the fifth element or quintessence. This made the five-pointed star a fitting symbol, visually reinforcing it’s the concept of Aether as something elevated, rare, and essential.
For the icon, I initially explored abstract symbols, monograms, and minimalist geometric designs. Beyond earth, water, fire, and air, aether was considered the fifth element or quintessence. This made the five-pointed star
a fitting symbol, visually reinforcing it’s the concept of Aether as something elevated,
rare, and essential.
For the icon, I initially explored abstract symbols, monograms, and minimalist geometric designs. Beyond earth, water, fire, and air, aether was considered the fifth element or quintessence. This made the five-pointed star a fitting symbol, visually reinforcing it’s the concept of Aether as something elevated, rare, and essential.
Concept 01
Concept 01
Concept and Customer Benefits
Why the Q? Aether is also known as the 5th element or quintessence.
Concept 02
Concept 02
Concept and Customer Benefits
Why the star? A five pointed star represents the origin of aether being the 5th element and the belief that it was the material that fills the region of the universe beyond the terrestrial sphere.
Why the star? A five pointed star represents the origin of aether being the 5th element and the belief that it was the material that fills the region of the universe beyond the terrestrial sphere.
Why the star? A five pointed star represents the origin of aether being the 5th element and the belief that it was the material that fills the region of the universe beyond the terrestrial sphere.
Concept 03
Concept 03
Concept and Customer Benefits
Why this shape? Inspired by the motif of 5s, a modern twist on tally marks represents the number and the shape provides a vague feeling of energy and light.
Visual Identity
The aesthetic and design elements were inspired by the ethereal and interconnected quality of Aether itself. Metallic finishes, refined typography, and shifting color gradients reflect the dynamic, evolving nature of the card. By incorporating cosmic tones and radiant highlights, the card visually represents the balance between exclusivity
and enlightenment.
The aesthetic and design elements were inspired by the ethereal and interconnected quality of Aether itself. Metallic finishes, refined typography, and shifting color gradients reflect the dynamic, evolving nature of the card. By incorporating cosmic tones and radiant highlights, the card visually represents the balance between exclusivity and enlightenment.
The aesthetic and design elements were inspired by the ethereal and interconnected quality of Aether itself. Metallic finishes, refined typography, and shifting color gradients reflect the dynamic, evolving nature of the card. By incorporating cosmic tones and radiant highlights, the card visually represents the balance between exclusivity and enlightenment.
The Card
Concept and
Customer Benefits
Concept and Customer Benefits
Concept and Customer Benefits
Aether’s AI-driven personalization is central to the experience. The system observes a cardholder’s real-time spending habits and identifies their top categories–whether that’s dining, wellness, travel, or philanthropy. To ensure privacy, the AI uses a coded system to attach to categorized purchases, encrypting data while still enabling the algorithm to make relevant adjustments. Based on this behavior, Aether automatically updates rewards to reflect what matters most to the user.
Aether’s AI-driven personalization is central to the experience. The system observes a cardholder’s real-time spending habits and identifies their top categories–whether that’s dining, wellness, travel, or philanthropy. To ensure privacy, the AI uses a coded system to attach to categorized purchases, encrypting data while still enabling the algorithm to make relevant adjustments. Based on this behavior, Aether automatically updates rewards to reflect what matters most to the user.
Aether’s AI-driven personalization is central to the experience. The system observes a cardholder’s real-time spending habits and identifies their top categories–whether that’s dining, wellness, travel, or philanthropy. To ensure privacy, the AI uses a coded system to attach to categorized purchases, encrypting data while still enabling the algorithm to make relevant adjustments. Based on this behavior, Aether automatically updates rewards to reflect what matters most to the user.
Beyond rewards, Aether elevates the concierge experience through human, high-touch service. The concierge is available through the app and through the phone number, allowing cardholders to make requests at any time. For example, imagine a cardholder planning a surprise birthday weekend in Barcelona. Through the app, they request help organizing something memorable. Within hours, the concierge books a private rooftop dinner overlooking the Gothic Quarter, arranges live classical guitar during the meal, secures next-day entry to an exclusive Gaudí architecture tour, and coordinates a custom fragrance session at a local perfumer. The entire itinerary is delivered to the app, complete with transportation options
and digital confirmations. It’s not just service, it’s orchestration shaped to fit the moment.
Beyond rewards, Aether elevates the concierge experience through human, high-touch service. The concierge is available through the app and through the phone number, allowing cardholders to make requests at any time. For example, imagine a cardholder planning a surprise birthday weekend in Barcelona. Through the app, they request help organizing something memorable. Within hours, the concierge books a private rooftop dinner overlooking the Gothic Quarter, arranges live classical guitar during the meal, secures next-day entry to an exclusive Gaudí architecture tour, and coordinates a custom fragrance session at a local perfumer. The entire itinerary is delivered to the app, complete with transportation options and digital confirmations. It’s not just service, it’s orchestration shaped to fit the moment.
Beyond rewards, Aether elevates the concierge experience through human, high-touch service. The concierge is available through the app and through the phone number, allowing cardholders to make requests at any time. For example, imagine a cardholder planning a surprise birthday weekend in Barcelona. Through the app, they request help organizing something memorable. Within hours, the concierge books a private rooftop dinner overlooking the Gothic Quarter, arranges live classical guitar during the meal, secures next-day entry to an exclusive Gaudí architecture tour, and coordinates a custom fragrance session at a local perfumer. The entire itinerary is delivered to the app, complete with transportation options and digital confirmations. It’s not just service, it’s orchestration shaped to fit the moment.
Challenges
Tone
Concept and Customer Benefits
Concept and Customer Benefits
One of the biggest creative challenges was tone. I wanted Aether to feel elevated, but not unapproachable. Many luxury cards lean on status cues that feel out of touch. I was aiming for something new: a card that felt aspirational, but still personal and grounded. That tension shaped every part of the design, from the color palette and materials to the copywriting voice and digital interactions.
One of the biggest creative challenges was tone. I wanted Aether to feel elevated, but not unapproachable. Many luxury cards lean on status cues that feel out of touch. I was aiming for something new: a card that felt aspirational, but still personal and grounded. That tension shaped every part of the design, from the color palette and materials to the copywriting voice and digital interactions.
One of the biggest creative challenges was tone. I wanted Aether to feel elevated, but not unapproachable. Many luxury cards lean on status cues that feel out of touch. I was aiming for something new: a card that felt aspirational, but still personal and grounded. That tension shaped every part of the design, from the color palette and materials to the copywriting voice and digital interactions.
The Digital Experience
Concept and Customer Benefits
Concept and Customer Benefits
Another key challenge was the digital experience. Competing cards like the Amex Platinum or J.P. Morgan Reserve still operate through standard banking apps. They’re functional, but tend to be more corporate and uninspiring. I wanted the Aether app to feel sleek and more curated. It needed to reflect the tone of the card itself, quiet, elegant, and intentional.
Another key challenge was the digital experience. Competing cards like the Amex Platinum or J.P. Morgan Reserve still operate through standard banking apps. They’re functional, but tend to be more corporate and uninspiring. I wanted the Aether app to feel sleek and more curated. It needed to reflect the tone of the card itself, quiet, elegant, and intentional.
Another key challenge was the digital experience. Competing cards like the Amex Platinum or J.P. Morgan Reserve still operate through standard banking apps. They’re functional, but tend to be more corporate and uninspiring. I wanted the Aether app to feel sleek and more curated. It needed to reflect the tone of the card itself, quiet, elegant, and intentional.
Redefining Premium
Credit Cards
Concept and Customer Benefits
Concept and Customer Benefits
An additional layer of complexity came from the desire to align Aether with the evolving values of high-net-worth individuals. Research shows that wealthy consumers are increasingly drawn to brands that support environmental and social causes and the same is true for crypto-related features. What sets Aether apart is its attempt to merge personal values with luxury.
An additional layer of complexity came from the desire to align Aether with the evolving values of high-net-worth individuals. Research shows that wealthy consumers are increasingly drawn to brands that support environmental and social causes and the same is true for crypto-related features. What sets Aether apart is its attempt to merge personal values with luxury.
An additional layer of complexity came from the desire to align Aether with the evolving values of high-net-worth individuals. Research shows that wealthy consumers are increasingly drawn to brands that support environmental and social causes and the same is true for crypto-related features. What sets Aether apart is its attempt to merge personal values with luxury.
Conclusion
As a graphic designer, I’m constantly stepping into unfamiliar territory and I consider that one of the most rewarding parts. When I began this case study, I had no previous knowledge in fintech. I didn’t know how luxury credit systems functioned, what high-net-worth individuals valued in financial products, or how AI could realistically be applied to consumer banking. But instead of being intimidated by that, I leaned into it.
I spent weeks immersed in research reading financial reports, analyzing failed and successful products, mapping user behaviors, and unpacking trends in luxury, technology, and service. What I found was a complicated but fascinating world where exclusivity, utility, and identity all intersect. Translating that into a coherent design concept wasn’t just about making something beautiful. It was about building a system that felt relevant, thoughtful, and possible.
It became clear that design isn’t just about form — it’s a way of thinking, of making sense of complexity and translating research into experience. I came into this project knowing little about premium credit cards, but through deep exploration,
I learned to navigate an entirely new industry and shape those insights into a cohesive concept. That process gave me confidence in my ability to step into unfamiliar territory, ask the right questions, and design with clarity and intention.
As a graphic designer, I’m constantly stepping into unfamiliar territory and I consider that one of the most rewarding parts. When I began this case study, I had no previous knowledge in fintech. I didn’t know how luxury credit systems functioned, what high-net-worth individuals valued in financial products, or how AI could realistically be applied to consumer banking.
But instead of being intimidated by that, I
leaned into it.
I spent weeks immersed in research reading financial reports, analyzing failed and successful products, mapping user behaviors, and unpacking trends in luxury, technology, and service. What I found was a complicated but fascinating world where exclusivity, utility, and identity all intersect. Translating that into a coherent design concept wasn’t just about making something beautiful. It was about building a system that felt relevant, thoughtful, and possible.
It became clear that design isn’t just about form — it’s a way of thinking, of making sense of complexity and translating research into experience. I came into this project knowing little about premium credit cards, but through deep exploration, I learned to navigate an entirely new industry and shape those insights into a cohesive concept. That process gave me confidence in my ability to step into unfamiliar territory, ask the right questions, and design with clarity and intention.
As a graphic designer, I’m constantly stepping into unfamiliar territory and I consider that one of the most rewarding parts. When I began this case study, I had no previous knowledge in fintech. I didn’t know how luxury credit systems functioned, what high-net-worth individuals valued in financial products, or how AI could realistically be applied to consumer banking. But instead of being intimidated by that, I leaned into it.
I spent weeks immersed in research reading financial reports, analyzing failed and successful products, mapping user behaviors, and unpacking trends in luxury, technology, and service. What I found was a complicated but fascinating world where exclusivity, utility, and identity all intersect. Translating that into a coherent design concept wasn’t just about making something beautiful. It was about building a system that felt relevant, thoughtful, and possible.
It became clear that design isn’t just about form — it’s a way of thinking, of making sense of complexity and translating research into experience. I came into this project knowing little about premium credit cards, but through deep exploration, I learned to navigate an entirely new industry and shape those insights into a cohesive concept. That process gave me confidence in my ability to step into unfamiliar territory, ask the right questions, and design with clarity and intention.
References
¹ Effler, Geno. “Show Me the Money! Cashback and Value Credit Cards Grow in Popularity as Financial Health of Cardholders Declines, J.D. Power Finds More than Half (54%) of U.S. Credit Card Customers Are Financially Unhealthy; 51% Carrying Revolving Debt as Average Interest Rates Increase.” J.D. Power, August 15, 2024. https://www.jdpower.com/business/press-releases/2024-us-credit-card-satisfaction-study.
² Bhasin, Kim, and Polly Mosendz. “How Black-Card Wannabe Went Down In Flames.” Bloomberg, August 30, 2017. https://www.bloomberg.com/news/articles/2017-08-30/how-a-black-card-wannabe-went-down-in-flames.
³ Caporal, Jack. “Study: How Rich Americans Use Credit Cards.” The Motley Fool, February 14, 2025. https://www.fool.com/money/research/wealthy-credit-card-habits/.
⁴ Robinson, James. “Marqeta Study: Even Satisfied Credit Cardholders Are Shopping for Their next Card, Seeking Tailored Rewards and Embedded Finance Experiences.” Marqeta, Inc., October 22, 2023. https://investors.marqeta.com/news-releases/news-release-details/marqeta-study-even-satisfied-credit-cardholders-are-shopping.
⁵ “What Is Financial Wellness? It’s Not Today’s Consumer Money Experience.” MX Technologies, Inc., 2023. https://www.mx.com/research/financial-wellness-and-todays-money-experience/.
¹ Effler, Geno. “Show Me the Money! Cashback and Value Credit Cards Grow in Popularity as Financial Health of Cardholders Declines, J.D. Power Finds More than Half (54%) of U.S. Credit Card Customers Are Financially Unhealthy; 51% Carrying Revolving Debt as Average Interest Rates Increase.” J.D. Power, August 15, 2024. https://www.jdpower.com/business/press-releases/2024-us-credit-card-satisfaction-study.
² Bhasin, Kim, and Polly Mosendz. “How Black-Card Wannabe Went Down In Flames.” Bloomberg, August 30, 2017. https://www.bloomberg.com/news/articles/2017-08-30/how-a-black-card-wannabe-went-down-in-flames.
³ Caporal, Jack. “Study: How Rich Americans Use Credit Cards.” The Motley Fool, February 14, 2025. https://www.fool.com/money/research/wealthy-credit-card-habits/.
⁴ Robinson, James. “Marqeta Study: Even Satisfied Credit Cardholders Are Shopping for Their next Card, Seeking Tailored Rewards and Embedded Finance Experiences.” Marqeta, Inc., October 22, 2023. https://investors.marqeta.com/news-releases/news-release-details/marqeta-study-even-satisfied-credit-cardholders-are-shopping.
⁵ “What Is Financial Wellness? It’s Not Today’s Consumer Money Experience.” MX Technologies, Inc., 2023. https://www.mx.com/research/financial-wellness-and-todays-money-experience/.
¹ Effler, Geno. “Show Me the Money! Cashback and Value Credit Cards Grow in Popularity as Financial Health of Cardholders Declines, J.D. Power Finds More than Half (54%) of U.S. Credit Card Customers Are Financially Unhealthy; 51% Carrying Revolving Debt as Average Interest Rates Increase.” J.D. Power, August 15, 2024. https://www.jdpower.com/business/press-releases/2024-us-credit-card-satisfaction-study.
² Bhasin, Kim, and Polly Mosendz. “How Black-Card Wannabe Went Down In Flames.” Bloomberg, August 30, 2017. https://www.bloomberg.com/news/articles/2017-08-30/how-a-black-card-wannabe-went-down-in-flames.
³ Caporal, Jack. “Study: How Rich Americans Use Credit Cards.” The Motley Fool, February 14, 2025. https://www.fool.com/money/research/wealthy-credit-card-habits/.
⁴ Robinson, James. “Marqeta Study: Even Satisfied Credit Cardholders Are Shopping for Their next Card, Seeking Tailored Rewards and Embedded Finance Experiences.” Marqeta, Inc., October 22, 2023. https://investors.marqeta.com/news-releases/news-release-details/marqeta-study-even-satisfied-credit-cardholders-are-shopping.
⁵ “What Is Financial Wellness? It’s Not Today’s Consumer Money Experience.” MX Technologies, Inc., 2023. https://www.mx.com/research/financial-wellness-and-todays-money-experience/.
Info
Instructor
Instructor
Instructor
Nathan Young
Nathan Young
Duration
Duration
Duration
10 weeks
Services
Services
Services
Brand Case Study
App Design
Institution
Institution
Institution
Tyler School of Art + Architecture, Temple University
