OnBrand is American Express's internal creative agency. I joined in its early days as a freelance Senior Designer, eventually moving full-time and advancing to my current role as Creative Director of Design. Over those five years, OnBrand evolved from a scrappy startup into a full-service agency and the creative partner of choice for Amex.
To match this growth, I worked alongside the leadership and a core team of designers to build OnBrand's identity from the ground up. Together, we developed a comprehensive, end-to-end brand system—from the logo and guidelines to a scalable ecosystem of assets, pitch decks, and a custom micro site.
[ INFO ]
[ YEAR ]
2025/26
[ TEAM ]
[ ROLE ]
Brand Strategy Visual Identity Systems Multi-Channel Content Design Motion & Interactive Direction
The Visual Identity System
[ 01—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.
Collateral and Touchpoints
[ 02—APPLICATIONS ]
The system was extended across a suite of tactile touchpoints — a brand book, posters, a quarterly newsletter, merchandise, a microsite, and a presentation framework — designed to socialize the work and build momentum across the organization.
