American Express: Below the Line

For several years, I led the development of below the line brand guidelines for numerous AMEX cards.
Here are just a few samples, along with a couple of the many, many executions based off of them.

Channels: Digital, Direct Mail, Promotions

ONE FROM AMERICAN EXPRESS

A totally new idea for a cash back charge card that deposited a percentage of your spend into a high-yield savings account. This was the very first AMEX brand for which we sold in an entirely illustrated design system.

THE JETBLUE CARD FROM AMERICAN EXPRESS

We had a ton of fun with this brand, for obvious reasons. This was actually the second iteration of the guidelines. Fun fact: the initial launch campaign was the first time Digitas beat out the brand incumbent in a creative pitch.

AMERICAN EXPRESS, OBVIOUSLY

We developed this campaign to encourage AMEX Cardmembers to use their Cards when shopping online. We took a playful approach to the credit card dropdown menu that used to appear during checkout, positioning AMEX as the best option every time.