During my contract period at OnBrand, American Express’ in-house creative agency, I was tasked with developing the strategy behind the rebranding of Centurion. Centurion needed to establish modern relevance by reflecting who NextGen members are, what resonates, and what matters to them in order to instill affinity that transcends value proposition. Part of the preliminary work was diving into qual and quant data, both internally and from external resources. We assessed the implications of key insights as it relatesto brand expression and experiences. We proposed for the VI, TOV (in the RFP) a refinement and identified optimizations in content, and offerings within the hierarchy of mission>audience> enterprise brand position>key brand action to get to strategic focus areas of elevation innovation and connecting community.
Due to strict NDA, Im unable to walk through the work, but I can VO on process, tools and framework we used.
