The challenge: to reinvent the Amex identity on social at large.
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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?
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The square is one of the most basic geometric shapes, so on it's own, it's not particularly ownable. For Amex, we set up guidelines for how you could and couldn't use it to maintain the brand heritage and create a rhythm to their content. The resulting design direction strikes a balance between structure and flexibility. An expanded, socially-native color palette, a flexible type system, and a square shape formed the pillars of the visual identity.
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