American Express’s “Always Welcome” was developed as a physical and digital signage system designed to communicate a sense of community, belonging, and inclusivity across the brand’s environments. Created to make moments of welcome more visible and approachable, the campaign introduced a flexible suite of artist commisioned branded assets that could adapt seamlessly across a variety of customer and merchant touchpoints.
As a Senior Art Director I created and directed storefront signage, counter clings, video and digital social assets. Each application was designed to create a consistent and recognizable expression of welcome while maintaining American Express’s refined brand language reinforcing Amex’s commitment to connection and inclusion.
Credits
Creative Director – Heather Santana
Featured Artists – ShawnaX, Mariell Guzman, Sabrena Khadija, Marcos Chin, Reyna Noriega
Copy – Loren Lee
Video + Photo Production – D1A
Talent Partnerships – Much Creative