American Express global mobile guidelines
Help international American Express markets adopt the Global Mobile Guidelines in the ‘Realise the Potential’(RTP) style.
Role:
Art Direction and Design Lead. Mobile Brand Guardian.
Tasked with transforming an illustration style into a set of UI guidelines, I spearheaded the creation of Global Mobile Guidelines for American Express while working at Ogolvy. These guides ensured the Realise the Potential (RTP) style was consistently applied across native and web apps, prioritizing iOS platforms.
I began by consolidating four different digital guidelines, identifying redundancies, and aligning them into a cohesive framework. My role encompassed both rewriting existing content and crafting new material, covering elements like color palettes, button styles, and typography. This approach ensured the guidelines were easy to adopt across 150 markets, significantly improving design consistency worldwide.
The positive feedback and immediate impact validated the effort, proving that even complex challenges can be overcome with a thoughtful, creative approach.
I began by consolidating four different digital guidelines, identifying redundancies, and aligning them into a cohesive framework. My role encompassed both rewriting existing content and crafting new material, covering elements like color palettes, button styles, and typography. This approach ensured the guidelines were easy to adopt across 150 markets, significantly improving design consistency worldwide.
The positive feedback and immediate impact validated the effort, proving that even complex challenges can be overcome with a thoughtful, creative approach.
© Asif Khan 2025