AMERICAN EXPRESS / MINT
NEW PRODUCT IDENTITY: Mint is a teen's entry into American Express prestige. Positioned as badge of adulthood,and object of desire, Mint teaches fiscal responsibility while being secure and convenient.
The teen monogram evokes discovery and growth...
... while the Parent monogram speaks of safety and security.
In context; outdoor campaign.
In context; website.
In context; print advertising.
Commemorative project poster.
Poster detail (top).
Poster detail (center).
Poster detail (bottom).
In context; the card itself.