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AMEX Green

AMEX re-hauled their classic Green Card with the goal to attract a new base of prospective card members; younger ones. With this new demographic in mind, we took a departure from AMEX’s normal blue brand palette and colorized the work in green hues from the card art. We also utilized outlined + bold type pairings, vibrant photography, and more relatable scenes to create a refreshed vibe. A majority of OOH was live at the Bedford Ave station in Williamsburg and at the Fulton Street station in NYC’s Financial District. AMEX was once a name that seemed intimidating to a younger audience – but that perception is changing, in large part due to this re-launch. The campaign resulted in the most signups they had seen in their 180 year history. AMEX was once a name that seemed intimidating to a younger audience – but that perception is changing, in large part due to this re-launch. I am grateful for AMEX’s trust and willingness to advertise a little differently on this one, and I am honored to have designed the creative look and feel for this campaign.

Project Roles
Designer
Company
American Express
Skills
Adobe InDesign, Adobe Photoshop
Media
Advertising, Billboards
Project Industries
Advertising, Finance, Restaurant, Travel/Tourism
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green
AMEX Green