Roles: Senior Designer (system creation), Design Director, Creative Director (system implementation)

Brief: Develop a flexible visual identity system that unifies all products, services, and internal and external enterprise communications globally and elevates the communications from the transactional to lifestyle. Everything from Platinum Charge Card communications to prepaid cards and packaging to B2B email newsletters.

Solution: A toolbox with an answer to every potential problem. A redefined modular fine line detail pattern palette honors the unique heritage of the American Express filigree pattern, a large color palette is used to modulate the tone of communications and expression of the pattern, a single typeface with many weights is used across all communications, defining a photography style instead of a photography library provides infinite appropriate image options for any marketing need.

Role: Creative Director

Brief: 5 East 59th Street is a retail property located in the most powerful shopping district in the world. It is a 9 story building that is available for anyone to come make it their own. The brokerage team was specifically targeting tech, high-end women's wear, and jewelry due to the close proximity to other significant shopping options including the Apple Store as well as tourist attractions like Central Park.

Solution: 5E59 is the high performance retail space in the most powerful location in NYC. The power of the V contains the explosive energy that is at the center of this opportunity of the building. 

Role: Senior designer

Brief: American Express needs a style for a quarterly publication of big data that is explained by three experts in statistics and economics. 

Solution: Complexity made understandable without losing the detail of the immense amount of information the trends are being derived from. the periodical is rich in details and light warm colors balanced with a more serious blue. The infographic style, much like the cover design is expressing the depth of information while calling out the interesting or important portion.

Role: Creative Director

Brief: Develop a visual identity system for the first multi retailer loyalty program in the US, Plenti. The partners are: At&t, Exxon Mobil, Macy's, Nationwide, Rite Aid, Hulu, Direct Energy and Enterprise. It must be strong in communications large and small, work within every partner's visual identity system, stores and digital experiences, symbolize a rapid collection of points, the coming together of many national brands while appealing to the demographic of household CFOs with a voice that was both trustworthy and joyful. 

Solution: The flock. A graphic motif of many sized, multi colored arrows moving in the same direction that symbolizes the many partners coming together, the rapid accrual of points across those partners, the organic way the card and program fits into the user's life, and the many millions of users that make this program successful. The logo grounds the colorful system, uses a weight that brings authority and credibility to the program and with the double arrow becomes the smallest expression of the brand possible.

This system was developed from naming through visual identity implementation. This project spanned 3 years, and after developing the branding our client partnership continued to include everything from creating presentations that attracted partners to large experience based events at locations on the east coast to working hands-on with digital and tactical retail agencies for the best brand expression possible universally.