AMERICAN EXPRESS

I worked with the American Express internal brand team and my agency partners in developing and executing a new visual identity for Amex’s Corporate Card Member communications. The goal was to create a distinct visual identity for Corporate Card member communications to differentiate them easily from regular consumer ads, while still staying true to the overarching brand guidelines of American Express as a whole.

It can be tricky to create something unique for an existing, established brand without straying too far from the core visual identity. In this case, it was a fun challenge to play with brand elements in a new way, and create something original that worked seamlessly within the existing brand identity.