American Express — Social

Amex approached us to visually reinvent their main social channels to one that was more inviting and organic.

This required deep research into what made their brand at large work. There were some great textural elements in this heritage brand, but how could we translate their brand ethos onto the ever-shifting social landscape? How could we make them feel not like they were playing keep up, but defining what a finance brand could look like on social? And how could we build-in the mercurial nature of social onto something as structured as brand identity?