American Express

Art direction, design, typography, design system, and campaign design guidelines for the AmEx global brand refresh. Work was done for mcgarrybowen NYC, and included coordination with Pentagram, who designed the updated brand identity elements .

Design System & Guidelines

The campaign reimagines the iconic American Express campaign "Don't Leave Home Without It" with an interchangeable system based on "Don't Live Life Without It." This is combined with a visual re-imagining of the AmEx card itself as a sketch, replacing the classic AmEx Centurion image with the the individual cardholder, following and backing the carldholder throughout major (and minor) life and business moments.

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