american express
executive creative director
I led the team tasked with repositioning American Express from a “boomer brand” to one relevant for younger generations. That meant partnering with product teams to evolve benefits beyond credit and spotlight Amex’s real strength: membership that delivers access, experiences, and cultural capital.
At a moment when Chase was challenging with Sapphire and fintech startups were questioning the old money system, we had to thread the needle—modernizing a heritage brand without losing its prestige. My team delivered work that reframed Amex as future-ready and essential for a new generation of cardholders.
impact at a glance:
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Repositioned American Express to resonate with millennials and younger generations while preserving its prestige with legacy customers
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Partnered with product teams to align benefits with new customer needs, reframing Amex as a membership brand built on access and experiences
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Strengthened competitive defense against Chase Sapphire and fintech challengers by modernizing brand perception at scale
The mission:
Expand American Express into the millennial market by overturning the perception that it’s only for boomers.
