American Express — Backing, Reimagined

How do you help one of the world's most admired brands evolve — division by division, audience by audience — without diluting the promise that made it admired in the first place? The relationship began with a single brief and expanded into more than ten engagements across travel, loyalty, purpose, savings, experiences, talent, cash back, and — at the center of it — the evolution of the Centurion premium card portfolio.

Every project returned to the same tension: Amex's brand equity was built on a premium, pay-in-full, earn-your-way-in ethos — but the people Amex needed next had grown up with on-demand everything. They wanted control, not credentials. The insight we brought across the work was consistent: Amex shouldn't soften its premium stance to meet new behaviors. It should expand what "premium" means. Premium could stop meaning exclusion and start meaning empowerment.

Over four years, the work spanned nearly every part of the Amex portfolio, with the same strategic thread running through all of it: expand what "premium" means rather than soften it.

• Premium Card Product Evolution (Project Tetris / Power to Flex). Developed the unifying positioning for new flexible-payment features across the Centurion portfolio.
• Perceptions of Lending. Led the strategic work to position lending inside the Centurion portfolio for the first time.
• Common Ground (Travel). Reframed Amex's travel network for a millennial audience, building around emerging patterns like friendcations and staycations.
• Marriott Bonvoy Partnership. Built the Take On The World platform uniting two global brands at the launch of Bonvoy.
• Global Brand Purpose. Developed the decision-making framework that translated Amex's purpose into programs and behaviors at a societal level.
• Personal Savings. Created the Whatever you save for, save more platform.
• Cash Back (Trademark Transactions). Reimagined the category from "more money" to "more time."
• Experiences (Unlocking Moments of Joy). Answered a blank-page brief for building Amex Experiences from scratch for millennials.
• HR / Tech Talent (Code for Continuous Development). Defined Amex's employer-of-choice platform for top-tier technology talent.
• International Women's Day. Created the I Am___ internal campaign celebrating the full range of roles and identities women hold across the company.

• Multi-year partnership across 10+ strategic engagements, spanning premium cards, loyalty, travel, savings, purpose, experiences, employer brand, and internal culture.
• Unified positioning for flexible payments across the Centurion portfolio, aligning new product features to the Backing to Thrive brand strategy.
• New strategic frameworks — from Common Ground's modern-traveler reframe to Time Back's cash-back reinvention.
• Trust at the senior-leadership level across multiple divisions, with work that repeatedly moved from positioning to internal operating language to external expression.