Shop Small Brand Refresh
Reimagining American Express’
longest-running marketing campaign.
Role: Creative Director, Brand Design Lead
Creative Assets: Global visual identity and guideline development, custom photoshoot, website redesign, merchandise design, paid and organic social
July 2021
The Insight & Opportunity
American Express believes small businesses are at the core of every thriving neighborhood. That's why — in the midst of the recession in 2010 — we created Small Business Saturday and the Shop Small movement to encourage people globally to Shop Small and bring more holiday shopping to small businesses.
As the Amex brand underwent a 2018 modernization in partnership with Pentagram, the Shop Small visual identity was streamlined to aid in Amex brand attribution. But, by 2021, rapidly evolving digital best practices and competitors leveraging the Shop Small playbook meant that the platform was in dire need of a face lift.
The Objectives
Modernize and differentiate the platform from an ever-expanding list of competitors in the small business advocacy space.
Enable creative consistency across audiences, channels, agencies, and international territories.
Strengthen the connection between Shop Small and Amex to drive positive perceptions of card acceptance at small businesses.
The Idea
The winning concept, Circle Meets Square, was inspired by the dynamic relationship between the geometry of the Shop Small and American Express logos. It evokes the renewed, vibrant energy and hope felt in our communities as small businesses continue to preserve through the pandemic, featuring a refreshed color palette and whimsical use of pattern and illustration.
Shopsmall.com Website Redesign
The Impact
The cohesive guidelines and flexible asset system were translated into a streamlined digital experience for Amex’s global marketers and agency partners.
In the US, the redesign was launched alongside the July “Let’s Go Shop Small” campaign, garnering Amex's in-house agency its first press nod.
The phased global rollout will continue throughout the second half of 2021, creating international market consistency.