Amex Member Week

I led the evolution and systemization of the Amex Member Week visual identity, delivering a scalable, accessible, and enterprise-ready design framework spanning consumer and B2B channels while strengthening brand equity and visual distinctiveness.

Opportunities: Create a modular system that could scale across digital, social, CRM, web, and partner assets; empower teams to execute consistently without diluting equity.

Challenge: Clarify governance for unconnected teams within and outside the organization; reinforce accessibility.

Outcome: Delivered a unified visual identity across Consumer and B2B, increasing cross-channel consistency at enterprise scale; strengthened Member Week’s visual equity year-over-year; equipped internal teams with a scalable toolkit instead of static templates