This idea celebrates the unique role American Express plays in helping consumers balance work and life.

With this new brand platform, American Express draws on its heritage of service, security, and trust while modernizing its brand iconography. This included refreshing the American Express Blue Box logo and visual identity, along with introducing a hand-drawn version of its famous Card design, which I personally created. The hand-drawn lines place customers at the center, reinforcing their importance to the brand. This distinctive element became the hallmark of the global campaign, showcased through video and OOH executions, including impactful billboards in key cities worldwide, and launched across more than 30 countries.

As a standout activation, American Express supported ‘up-and-coming’ local artists by turning key locations in London, New York, and Los Angeles into larger-than-life canvases. It displayed hand-painted works on iconic billboards, offering a platform to amplify their art and accelerate their careers.

The activation resonated widely, achieving over 12 million views on social media and placing the brand’s social responsibility efforts at the heart of the conversation.