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.
Teens keep up on Amex Events, benefits and rewards...
...parents recharge the card and check account balances.
Outdoor campaign.
Print advertising.
Commemorative project poster and brand guidelines.
Poster detail (top).
Poster detail (center).
Poster detail (bottom).