Amex Brand Site

The brand site design maintains core visual languages of Amex — confident, bold and simple, validating them with minimalism being pushed further, rigorous layouts and rich digital interactive layers.

The site breaks into two parts: a storytelling section to demonstrate the visual identity and brand core as well as utilitarian sections for the Amex internal users to access assets. For the storytelling part, we emphasize visual impact and engaging interactivity. For the utilitarian part, efficiency and clearness are the key focuses.