Amex Offers is American Express's card-linked offers platform, connecting merchants with eligible Card Members through personalized, data-driven offers across the Amex digital ecosystem. As the platform evolved into a more sophisticated merchant marketing and customer engagement solution, its visual identity no longer reflected its strategic importance within the American Express ecosystem—creating an opportunity to elevate the brand into a more premium, cohesive, and scalable design system.
As Associate Creative Director of Design, I co-led the development of a new visual identity strategy and playbook, creating a scalable design system spanning brand, typography, UI, motion, and layout. Applied across product and marketing touchpoints, the new identity established a more premium, cohesive expression of Amex Offers while creating a flexible foundation for future growth.
[ INFO ]
[ YEAR ]
2024
[ TEAM ]
[ ROLE ]
Brand Strategy Visual Identity Systems Multi-Channel Content Design Motion & Interactive Direction
The Visual Identity System
[ 01—SYSTEM ]
The visual identity system was designed through a digital-first, human-centered lens to create a seamless connection between American Express, its merchant partners, and Card Members. A custom wordmark evolved the existing Offers icon from the American Express App, while a refined color palette built on the brand's signature blues with a distinctive yellow accent to signal discovery and establish a unique identity within the enterprise. The system also introduced a suite of bespoke merchant category logos spanning 15+ verticals, creating a flexible, scalable framework that unifies product and marketing experiences while supporting the continued growth of the platform.
Collateral and Touchpoints
[ 02—APPLICATIONS ]
The visual identity was extended into a robust suite of editable collateral that empowered Amex marketers to create consistent, high-quality communications at scale. Designed with collaboration in mind, the system placed data visualization at the center of every template—making the measurement and communication of impact a defining element of the brand. Spanning pitch decks, proposal templates, one-pagers, postcards, emails, and more, the toolkit transformed the visual identity into a living system that could be adopted, adapted, and scaled across teams. The work was recognized by American Express CMO Elizabeth Rutledge as one of the year's keystone marketing initiatives.
