American Express

American Express needed something radical to shake off their ‘exclusive card for rich blokes in suits’ tag and their Realise the Potential (RTP) platform did just that. With its bold illustration and playful language, it helped transform the way people thought about the brand.

And while I can’t claim responsibility for the original idea, I was heavily involved with defining the new brand language and tone of voice, developing a colloquial wit and charm that helped refresh and reinvigorate the brand, making it feel more youthful, welcoming and relevant to a much wider audience.

Over a period of five years, I worked on pretty much everything, from major ad campaigns and TVCs to huge swathes of the website, an obscene amount of emails and banners, a fair few brochures and and a hefty chunk of social content across their entire product range. You name it, I wrote it at some point. Seriously.

Client: American Express
Agency: Ogilvy
Skills: Brand Language, Copywriting, Creative, Content Strategy