A Global Icon.
Modernized.
Led the evolution of American Express’s global card portfolio, aligning product innovation, co-branded partnerships, and digital experiences under a unified brand system.
Scope & Impact
Evolution and modernization of a global financial brand system
Card portfolio strategy and product identity design
Co-branded partnership innovation and launch direction
Digital and wallet identity integration
Enterprise-wide visual unification across channels
Sub-brand architecture and product launches
Cross-agency leadership and internal team alignment
Global brand governance and advisory to executive leadership