American Express - Don’t Live Life Without It
Finance can be an intimidating industry, one where progress demands ruthlessness. American Express (Amex) hasn’t thrived for over 170 years by bending the knee to their competitors. In fact, their iconic Centurion logo is emblematic of this strength, embodying the power they’ve wielded to survive in the cutthroat realm of Wall Street.
However, when it comes to their customers, Amex is less Roman legionnaire and more teddy bear. To demonstrate this, I—along with my creative team at McGarry Bowen—developed the “Don’t Live Life Without It” campaign. By utilizing handwritten elements and showcasing everyday experiences, this integrated campaign helped differentiate Amex from its seemingly cold, robotic competitors by depicting themselves as the gentler, human-side of banking.
Agency: McGarryBowen Role: Senior Designer
