American Express Sync™ Brand Identity & Landing Page
The American Express Sync™ Commercial Partner Program was built for a specific, skeptical audience: fintech decision-makers and developers weighing whether to integrate Amex's capabilities into their platforms. These aren't consumers responding to lifestyle imagery — they're evaluating infrastructure, support quality, and what access to Amex's customer base actually means for their product. The creative challenge was making a complex value proposition feel both credible and approachable.
I led the development of the visual identity and dedicated landing page for the program. The identity needed to feel like it belonged within the Amex ecosystem while carving out enough distinctiveness to give Sync™ its own presence — something that would resonate with a B2B tech audience without losing the brand equity that makes partnering with Amex worth anything in the first place. The landing page translated that identity into a narrative arc: here's what the program is, here's what you get, here's why it matters for your platform.
The result was a cohesive brand expression that positioned Sync™ as a serious enterprise offering — one capable of communicating technical value without sacrificing the clarity and warmth that define the broader Amex brand.
