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Challenge:
American Express was looking to brand their Corporate visual identity so that it could be easily recognized as it’s own entity, while still falling under the brand umbrella.
Solution:
We created a new Corporate Visual Identity system consisting of a gradient, a pattern and a text anchor that we used throughout campaigns across the American Express Corporate ecosystem. We created an extensive guide on how to use the system and published it to the brand’s internal resource center.
Deliverables:
A complete visual identity system composed of typography, color, and image rules as well as guidelines for how to use the system.
Results:
The team at Amex loved the new system and it has been used extensively across platforms when representing the American Express Corporate brand.