American Express Employee Appreciation Day
#EXPRESSthanks
Role: Experiential Art Director
AdWeek Article Here
THE ASK: Humanizing a Corporate Icon
For the first time in over 30 years, American Express refreshed its Corporate Card. The challenge was to prove that this legacy brand remains relevant to the modern employee, both in and out of the office. The Objective: Establish an emotional connection with the workforce by championing "Employee Appreciation Day." We needed to create a rallying cry that demonstrated the core belief: Good for Business, Great for People.
THE STRATEGY: The Power of Pairs
We anchored the activation in a universal gesture of gratitude: the phrase "It’s On Me." To bring this concept to life, we engineered an experience based on the "Power of Pairs." We disrupted the typical "freebie" economy by mandating that everything be served in twos. Guests didn't just receive a coffee; they received two—one to enjoy and one to gift to a colleague. This mechanism turned a simple brand activation into an engine for human connection.
THE EXPERIENCE DESIGN
Appreciation often goes under the radar or is altogether forgotten. American Express brings the power of written gratitude to the public forefront through Notes of Appreciation as a way to #ExpressThanks. The activation footprint was divided into three strategic zones, optimized for high throughput in busy transit hubs.
Express Thanks Cafe
The "It’s On Me" Café is a hospitality-forward zone where the "Power of Pairs" came to life. Guests received dual servings of artisanal bagels, sandwiches, and coffees. The packaging included prompts to write a note of thanks on the second item before sharing it.
Thanks for Everything Wall
We transformed a Interactive Postcard structural wall into a participatory art installation. The wall was comprised of layers of tear-away postcards. As guests removed cards to write handwritten notes of gratitude, the installation physically evolved throughout the day, revealing a large-scale #ExpressThanks mural hidden beneath.
Graphic Elevation
The Member
Appreciation Station
To drive "Member Envy" and reward loyalty, we designed an exclusive VIP counter. Verified Card Members received premium tote bags curated with gifts from partners, including Calm, Hilton, and Uber—reinforcing the ecosystem of backing that comes with membership.
Guest Appreciation!
Floorplan
Engagement Overview
THE IMPACT
The activation successfully humanized the corporate card refresh, engaging thousands of employees across four major markets in a single day.
Total Engagement: 7,694 attendees across NY, SF, Boston, and Chicago.
Top Performing Markets: San Francisco (2,622 attendees) and New York (2,088 attendees).
Member Verification: 476 Corporate Card Members verified and rewarded.