Amex Offers is American Express’s card-linked advertising platform, connecting brands with Card Members through personalized, data-driven offers across the Amex digital ecosystem. As the product evolved into a more sophisticated, membership-driven advertising solution, its visual identity no longer reflected its strategic positioning—creating an opportunity to elevate the system to feel more premium, cohesive, and scalable.
As Associate Creative Director of Design, I co-led the development of a new visual identity strategy and playbook, redefining the system to align with the platform’s growing complexity and reach. This included establishing core design principles through a robust VI system and expanding the visual language across logo, typography, UI, and layout, and creating a flexible, future-facing system applied across web, video, and advertising. The result repositioned Amex Offers as a premium, closed-loop alternative to traditional digital advertising for merchants while reinforcing its role as a key Membership benefit to consumers.
2024
DESIGN Director / Jenn Roberts
ACD, CO-lEAD / Jessica Janda
SENIOR designer / alex MUENCHEN
Role /
VISUAL IDENTITY DESIGN
BRAND DEVELOPMENT + POSITIONING
ART DIRECTION
Graphic Design + DATA DESIGN
MULTI-MEDIA ADVERTISING STRATEGY
ICON SYSTEM
The playbook included a customized modular icon system for the Amex Offers Visual Identity Playbook, grounded in American Express’s enterprise design standards and optimized for scale. Built to represent 15+ distinct merchant industries, the system balances consistency and flexibility through shared geometry, stroke logic, and visual hierarchy—enabling clear communication across marketing, product, and advertising touchpoints while remaining extensible as new partner categories are introduced.
