Case study: American Express
Don’t write for Amex without it
With a rebrand on the cards, American Express needed a new voice.
They wanted to show their big-dreaming, go-getting customers they understand, respect, and back them. In a way that would be as relevant in Mumbai as in Manhattan, and as consistent in Durban as in Doha.
Words that paint a thousand pictures
Amex customers share ambition, drive and a desire for a certain standard of living – as well as a potent sense of their own goals and dreams. We created a voice that puts those customers at the center by using linguistic tricks to paint specific, vivid details of what’s possible when American Express has their back.
So instead of telling them they’ve earned ‘enough points to go on an adventure’, we help them imagine sipping Horchata in Oaxaca, or searching the world for the best bibimbap.
And with guidelines and training full of tips that are easy to learn, apply and repeat, every Amex writer everywhere can become fluent in the new voice – whether they work in an ad agency or the compliance department.
A voice that flexes and grows with the brand
The Amex voice needed to be malleable enough for different membership tiers and lines of business to adopt and adapt.
A spread of examples in the guidelines showed how the voice can shift from everyday shoppers to small business owners. While Centurion, the invitation-only ‘black’ card, got its own way to flex the voice to appeal to its high-flying clientele.