Brand Design Lookbook

Role: Brand Design/Art Direction, American Express

Challenge: As the in-house design expert at American Express, I was tasked with implementing and managing the refreshed Amex visual identity, designed by Pentagram. A year after its launch, the challenge was to inspire colleagues to continue pushing design innovation while adhering to the flexible yet structured visual identity system.

Approach: I led a project with Pentagram to create a design inspiration lookbook, providing marketers with fresh ideas and tangible examples of innovative brand expressions. This resource was aimed at sparking creativity while maintaining alignment with the new visual identity.

Result/Impact: We produced over 500 copies of the lookbook, distributed globally at an Amex town hall, with a digital version available on the internal Amex Brand Box for all marketers and agency partners to access for inspiration. The look book showcased creative applications across various mediums, from social media to large-scale environmental design. Additionally, I wrote and produced a sizzle video showcasing the lookbook to inspire Amex colleagues to continue bringing the brand to life in exciting ways.

Agency: Pentagram