American Express & IBM mini-cases

I’ve had the privilege of working for world-class, global brands on interesting, challenging, and varied projects throughout my career. Here’s a peek at more of my favorite work created for American Express & IBM.

American Express: Brand Architecture & Identity Refresh

Moving customer perceptions of American Express as a global financial payments brand to a lifestyle brand required a realignment of the brand architecture and global updates to the American Express brand identity toolkit, including a product-based color palette, lifestyle photography approach and first ever audio mneumonic.

American Express: Stories of Global Service

Since the company’s earliest days, American Express has strived to find new ways to enrich customers’ lives, have their backs and provide their special brand of service, in ways both big and small. I travelled around the world with a lean team (very lean—just me, the videographer and his assistant) to interview employees and collect their stories as part of a global recruiting effort.

IBM: Cloud Platform Identity

IBM launched a marketplace for enterprise-class cloud services (IBM and 3rd-party), spanning infrastructure to business processes. At the heart of this marketplace was the IBM Cloud Exchange, providing developers and businesses access to APIs and services to compose, integrate and run enterprise class-cloud applications.

IBM: 2013 Annual Report

The first interactive annual report from IBM, evolving beyond the typical linear, narrative format and designed to be consumable, shareable and social.

IBM: Mainframe 50th Anniversary Identity System

The IBM mainframe has enabled many of today’s most groundbreaking innovations. As IBM celebrated 50 years of mainframe computing, the identity system elevated awareness and emphasized its role as the primary engine of progress. Since the beginning, IBM’s mainframe has been moving technology forward.