AMEX OFFERS

Merchant-Facing Visual Identity

I co-led the development of a new merchant-facing visual identity (VI) for American Express Offers, transforming its perception from a transactional platform into a competitive digital advertising solution. The objective was to elevate Amex Offers' authority and credibility, aligning it with top-tier advertising platforms like Cardlytics and Meta.

Previously, Amex Offers lacked a distinct VI and communicated its value to merchants in a purely functional manner. The challenge was to create a compelling, insight-driven value proposition and a strong, ownable VI that would evolve merchants' relationship with Amex Offers from "transactional" to "essential" within their marketing strategies.

Targeting large to mid-sized merchants with significant ad spends, we designed a VI that included a new wordmark, type family, color palette, iconography (including an infographic system), and photography guidelines. This new visual system not only demonstrated Amex Offers' ability to connect merchants with high-spending Amex Card Members through personalized value, but also subtly reinforced Amex's overall brand superiority and the strength of its customer relationships. The VI was primarily developed for merchant-facing marketing materials, ensuring it resonated with our B2B audience while complementing the broader American Express brand.