American Express
Card Design Strategy
design strategy — brand strategy — design systems
The challenge
American Express manages a highly complex portfolio of card products spanning flagship products, limited editions, international markets, and co-brand partnerships. The challenge was to establish strategic principles that could create greater consistency and strengthen the role of design across this diverse portfolio while preserving the distinct value and character of individual cards.
My role
I led the development of strategic principles for multiple categories of American Express card design, translating an extensive audit of the existing portfolio into a practical framework for design decision-making.
Impact
The strategic principles were approved and adopted for use, providing teams across American Express with a shared framework for evaluating and developing card designs across a complex global portfolio.
Selected details and visual examples are omitted due to the confidential nature of the work.
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Audited and analyzed hundreds of American Express card designs, documenting patterns and inconsistencies across color, typography, patterns, logos, materials and other design elements.
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Developed strategic principles for flagship U.S. “Iconic” cards and their limited-edition variations.
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Established principles for card designs across 23 international markets.
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Developed principles applicable to 105 co-brand card products across 19 markets, accounting for the complexity of partner brands and regional applications.
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Presented findings and recommendations to leadership across Marketing and Card Design, building alignment around the resulting strategic framework.
