American Express wanted to increase reach on social media and communicate their “Realise the Potential” brand proposition. An online game arcade was devised, featuring classic computer game formats where customers and prospects could test their skills and earn Membership Rewards points at the same time. The creative approach for each game was based on a key benefit Amex Cardmembers receive, from priority event access to premium travel service.

The rich illustrative branding approach for Realise the Potential lent itself playfully to designing these gaming environments. Social engagement lifted significantly with the launch of this digital campaign ensuring more followers and product benefits awareness.

Head of Design, Direction


American Express

Alongside the creative team, UX and dev, I was actively involved with this project from briefing: advising, planning, scoping, and budgeting all aspects of design.

I put together a talented team, matching skills from our permanent designers and freelancers to bring the project to life - directing interface design, illustration and animation of the game play.