Always Welcome, The Artist Series
Elevating the message of inclusivity across the merchant point-of-purchase experience, through the lens of diverse artists.
Role: Creative Director; artist sourcing, vetting, and artistic direction; photo and video shoot creative consultation
Creative Assets: Merchant digital and printable signage, microsite integration, email and digital promotional assets, custom photoshoot and social content development.
November 2021
The Insight
Modern consumers shop with their values. In an Amex-commissioned study from Morning Consult, 78% of consumer respondents reported that it’s important to know that the store is welcoming of or inclusive to all people.
Merchants want to make sure their intentions are clear as well, with more than 80% of business owners in the same survey reporting that they have made a point to make sure their customers know they welcome all people.
For merchants, their storefront or e-commerce site offers a unique opportunity to put their values on display and let customers know that they’re always welcome.
The Idea
American Express developed Always Welcome, The Artist Series – a platform to amplify the perspective of diverse artists through merchant point-of-purchase signage, visually communicating the impact that inclusive small businesses have on their communities.
Furthering Amex’s long-standing commitment to backing artists, we partnered with Shawna X, Reyna Noriega, and Mariell Guzman to bring the concept to life through their unique voice and visual style, developing stunning merchant signage and digital assets.
To promote the platform, we led a photoshoot with the artists at Aunts et Uncles, a Brooklyn-based vegan eatery and Amex merchant partner, as well as an additional offsite content that quickly generated excited to add two additional artists, Marcos Chin and Sabrena Khadija.
The Artists
Shawna X
Reyna Noriega
Mariell Guzman
Marcos Chin
Sabrena Khadija
The Impact
Because of the platform’s success in the US, Always Welcome, The Artist Series was expanded to scale globally in 2023, now encompassing the work of over 15 global artists across Mexico, Canada, the United Kingdom, Australia, Japan, South Africa.
Always Welcome, The Artist Series merchant materials remain the most ordered and downloaded assets available on American Express’ merchant portal.
Download and order signage here
Marcos Chin
Sabrena Khadija
