Martin Casson

Senior Creative / Creative Director

Martin Casson

American Express Global 'Mobile First' Creative Platform

I created and developed the distinctive illustration style that was at the heart of ‘Realise The Potential’ The American Express global brand platform that underpinned all brand and product communications. This was used in all major markets except the US.

American Express wanted a distinctive mobile first brand platform that could work across all their markets worldwide, 66 in total excluding North America. This had to work with local market messages and cultural differences so a strong visual look was key.

Working with Paris based illustrator Tom Haugomat I created the global imagery and visual ‘face of the brand’. We introduced a distinctive pared down colour palette and illustration style and then scaled up the output for all the markets worldwide using illustrators and designers working in the many different Ogilvy network offices.

The brand platform embraced as many channels as it's possible to cover (everything from TV to social posts and text alerts) with a particular emphasis on Amex's 'mobile first' philosophy in line with the increasing use of mobile from their customers.

These are just a small selection of the images and concepts I created and helped bring to life over the course of the campaign's lifetime.


  • Role Creative Director and global lead Art Director

  • For American Express

  • Type Digital, social, mobile banners, text alerts, MPU’s, digital OOH, TVC’s and even branded products

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