Client: American Express

Company: O.C Tanner

Creative Director: Holly Craven

Copy: Errin Pedersen

Years: 2023-2025

American Express partnered with O.C. Tanner to re-energize their Reward Blue internal recognition program—powered by the Culture Cloud platform—with a brand experience that felt both celebratory and distinctly AMEX.

A refreshed wordmark, digital poster campaign, updated web experience, leader and colleague guides, and eCards all worked together to reintroduce Reward Blue in a way that empowered colleagues and made recognition feel fresh and meaningful again.

Bringing Reward Blue to Life

Inspired by Amex’s signature grids and patterns, we built a bold, pattern-driven system paired with highly cropped colleague photography to bring moments of recognition to life with connection, energy, and familiarity. The flexible pattern system reinforces collaboration and makes space to celebrate both the big and small moments that matter.

Energetic and Dynamic Communications

A series of animated digital posters were developed to promote the refresh, encourage sending eCards, and drive engagement in Amex’s anniversary program (Amexversaries)

Celebrate Colleagues Every Day

The Culture Cloud homepage is the starting point for recognition at Amex—a place where colleagues can send eCards and Blue Awards with ease. A growing library of animated eCards provides simple, expressive ways to celebrate peers, highlight Leadership Behaviors, share sympathy, and more.