We were appointed by American Express as brand consultants on Project Jigsaw, a programme to build a new look, tone and feel for the entire business and its product communications. It was about expressing the existing brand values in a more consistent and coherent way as a service organisation responding to member needs.
As part of this work we developed brand implementation guidelines for use by American Express’s joint-venture partners and agencies. Research showed the need for simplicity and clarity to ensure that non-brand professionals could apply the core brand elements easily and consistently.
We developed a series of clear, pictorially guided brand books in local language versions with digital templates and other assets on DVD. Manifest was also the first to introduce Russian and Arabic tag lines to the Blue Box.