Providing Brand Guidelines for American Express and its Partners
Manifest has been appointed by American Express as brand consultants on Project Jigsaw, a program to build a new look, tone and feel for the entire business and its product communications. The purpose of the project is to find ways of 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 have developed brand implementation guidelines for use by American Express’s joint-venture partners and agencies. Our research showed the need for simplicity and clarity to ensure that non-brand professionals could apply the core brand elements easily and consistently, so we have started to produce a series of clear, pictorially guided brand books in local language versions with digital templates and other assets on DVD.