Visual Language LLC

Writing and Design by Ellen M Shapiro

American Express

Visualizing the Value Story

Our targeted promotions have helped American Express tell its story to Cardmembers and dining and travel establishments across the country.

A wealth of projects for Establishment Services, Platinum Card Travel, and other AmEx leaders and teams — clients who appreciate good photography and illustration.
Restaurant guides direct Cardmembers in select U.S. cities to establishments that welcome The Card.
An offer they can’t refuse: Attendees at Grammy Award festivities get complementary desserts at their favorite Manhattan restaurants when they pay with The Card. Still-life photos by Peggy Barnett.
Did they think American Express Cardmembers never bought gas? These materials with an “ordinary Joe” message got many gas station owners who attended a Las Vegas trade show to sign contracts and hang Cards Welcome signs at their establishments. Illustrations by Todd Graveline.
Both advertisers and establishments need to know how to effectively communicate with consumers. We produced several editions of usage guidelines with prototype Card and icon art and color and typography palettes.
Our marketing pieces achieved record successes in telling the American Express Value Story and signing up new dining, retail, and lodging establishments — including 100% of country inns in New York and New England.

For ten years I managed brand identity, art direction, communications coordination, writing, and production of this annual directory of 300+ luxury properties around the world. Glamorous hotel shots alternate with pages of well-crafted listings that highlight privileges exclusive to Cardmembers who make their reservations through Platinum Card Travel Service.

Working with Platinum Card Fine Hotels and Resorts included communicating with the hotels, copywriting, and production supervision.
The most fun for our firm might have been designing and coordinating the production of several editions of the American Express Golf Card Directory, including a golf-course-inspired map, worldwide listings of courses and their amenities, and an illustrated, foldout diagram of Cardmember rewards.