Project Description

The Relationship Care initiative within American Express customer service has a very strong identity. While it might not be one that stemmed from professional, customer facing design studios, it is something of a unique presence in their offices. Retro color themes and simple iconography were the prominent components of this program. I tried numerous times to update some of the icon styles and font choices, only to realize that I was forcing something away from its recognizable roots. In the end, leveraging years of home grown design elements gave them something they loved. Sometimes your perfectly executed design is crap.


American Express


Art Direction, Motion Design


3rd Quarter, 2013

"Design is a plan for arranging elements in such a way as best to accomplish a particular purpose."
-Charles Eames