Roles: Senior Designer (system creation), Design Director, Creative Director (system implementation)
Brief: Develop a flexible visual identity system that unifies all products, services, and internal and external enterprise communications globally and elevates the communications from the transactional to lifestyle. Everything from Platinum Charge Card communications to prepaid cards and packaging to B2B email newsletters.
Solution: A toolbox with an answer to every potential problem. A redefined modular fine line detail pattern palette honors the unique heritage of the American Express filigree pattern, a large color palette is used to modulate the tone of communications and expression of the pattern, a single typeface with many weights is used across all communications, defining a photography style instead of a photography library provides infinite appropriate image options for any marketing need.