Amex Afters &
More Machine
2022
Visiual Identity, print design
Amex's Moments of Joy is an ongoing initiative designed to surprise Card Members and attract new prospects through memorable experiences. In 2022, the campaign extended into the OVO Arena, aiming to deepen customer engagement and position Amex as a key to unforgettable music moments.
I led the visual identity design for two key activations: More Machine, a gamified reward experience, and Amex After, an immersive post-concert lounge.
I created bold, brand-aligned visuals across large backdrops, menus, posters, and cards. For More Machine, I developed a playful logo using Amex’s core typeface and collaborated with UI designers on interactive screen animations. For Amex After, I designed a flexible gradient system combining Amex blue with show-specific colours to express an "endless night" atmosphere, adaptable for future events.
The campaign offered a fresh, joyful twist on Amex’s formal identity, bringing colour, energy, and brand engagement to live audiences.
I led the visual identity design for two key activations: More Machine, a gamified reward experience, and Amex After, an immersive post-concert lounge.
I created bold, brand-aligned visuals across large backdrops, menus, posters, and cards. For More Machine, I developed a playful logo using Amex’s core typeface and collaborated with UI designers on interactive screen animations. For Amex After, I designed a flexible gradient system combining Amex blue with show-specific colours to express an "endless night" atmosphere, adaptable for future events.
The campaign offered a fresh, joyful twist on Amex’s formal identity, bringing colour, energy, and brand engagement to live audiences.
