Rediscovering the magic of American Express

Brand Architecture

Brand Identity

Brand Guidelines

Brand Governance

An injection of emotion for a changing world

Amex’s global campaign, ‘Realise the Potential’ had been running successfully for the best part of a decade. But in that time the world of finance had changed around it. We used a series of proprietary tools to create a fresh new identity for the campaign, allowing it to compete more effectively, attract new audiences and smash performance targets.