OnBrand is American Express’s internal creative agency. I came on board in its early days as a freelance Senior Designer, eventually joining full-time and advancing into my current role as Creative Director of Design. Over the past five years, OnBrand has evolved from a small, scrappy team into a full-service agency and the creative partner of choice for Amex marketers. With that growth came the need to define and express a more mature, cohesive identity. Working alongside the agency’s leadership team, I played a key role in defining OnBrand’s visual identity and end-to-end brand system.
As a project Creative Director and part of the core team of designers tasked with this evolution, I worked hands-on to shape OnBrand’s identity from the ground up. Together, we built a comprehensive brand system end-to-end—collaborating on the logo, brand guidelines, and a scalable ecosystem of assets, from collateral and swag to pitch decks, templates, and a microsite.
The new identity positions OnBrand as a fully realized creative partner within American Express—aligning how we present ourselves with the scale, ambition, and impact of the work we deliver.
2025—2026
GCD, DESIGN / Matt Peterson
GCD, design / noah mooney
CD, design / jessica janda
acd, design / francis vazquez
Acd, motion design / Erik Michelfelder
Gcd, motion design / DAVID VILLA
UI Design / HADI SEYFI
Role /
BRANDING
VISUAL IDENTITY DESIGN
Brand systems design
MOTION DESIGN
The Visual Identity System
Using the Amex Blue Box as the core visual foundation, the wordmark was crafted by extracting and elevating this iconic element—transforming it into a central visual metaphor and modular building block from which the broader Visual Identity System could unfold. Building on this foundation, our team reinterpreted supporting elements from Amex’s legacy design system, weaving them into a series of graphic patterns that unified and extended the identity across all applications.
SWAG & COLLATERAL
The visual identity was imagined across a suite of swag and collateral, including a brand book, agency newsletter, posters, merchandise, a microsite and presentation templates—creating thoughtful, tactile touchpoints designed to socialize the brand and generate excitement among colleagues and partners.
