AMEX OFFERS VISUAL IDENTITY
Amex Offers had a real product — a targeted advertising platform connecting merchants with high-spending cardholders — but a perception problem. To merchants, it read as a transactional perk program rather than a serious advertising solution. The goal was to change that, repositioning Amex Offers to compete credibly alongside platforms like Meta and Cardlytics for a share of large merchants' media budgets.
I co-led the development of a new merchant-facing visual identity from the ground up — wordmark, type family, color palette, iconography, an infographic system, and photography guidelines. Every decision was made with a B2B audience in mind: the system needed to feel authoritative enough to sit in a room with major advertising platforms, while still carrying the warmth and credibility that makes the Amex brand distinct. The VI also had to complement, not clash with, the broader American Express brand — a balance that required working closely within the existing brand architecture.
The result was a fully ownable identity that gave Amex Offers a real presence in merchant conversations. It shifted the platform's positioning from "benefit we manage" to "channel we invest in" — which, for a B2B advertising product, is exactly the distinction that matters.
