Global Brand Refresh - Rollout and Activation

Role: Brand Manager, American Express

Challenge: As a Brand Manager at Amex, focused on the commercial portfolio, I was in a unique position to collaborate on and activate the global brand refresh, including a new global brand platform & campaign celebrating how life and business are increasingly interconnected. The challenge was to make the new brand a part of the day-to-day, ensure businesses of all sizes were well represented across the new platform & in all brand assets developed for the global colleague rollout, while also fostering a sense of pride and building culture among Amex colleagues.

Approach: To help build the platform and bring the brand refresh to life for Amex colleagues, I served as the B2B brand expert on the cross functional committee that created the new brand strategy and platform and launched the global rollout internally, ensuring effective and authentic representation of priority industries and various types of businesses.

Leading a cross functional team of 10 across multiple departments (e.g., PR, Sales, Global Brand, etc.), I developed and executed a comprehensive internal brand activation strategy for Amex Business colleagues focused on three pillars: 1) Educate and Inform 2) Inspire and Celebrate 3) Build Culture and Have Fun. This strategy included leader memos, campaign kits, office branding, and employee engagement activities designed to educate, motivate, and empower Amex Business colleagues in promoting the new brand and reinforcing its mission.

Results/Impact: The rollout was nominated for the Edward P. Gilligan Award for Innovation Award, highlighting its success. Over 20 global Amex Business office locations were activated, engaging 5,000+ colleagues. Key assets included a brand sizzle video, office branding materials, and branded swag, all reinforcing the new brand message across the organization.

Agencies: Pentagram (Visual Identity); dentsu mcgarrybowen (Brand Platform & Campaign); Momentum (Office Branding); Ogilvy, Brand New School (Brand Sizzle video)