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    American Express

    Democratizing premium membership for small businesses

    American Express' brand has historically been perceived as inaccessible for many small businesses. However, with the pool of small and medium enterprises growing rapidly and facing increasingly tough challenges, AMEX felt a responsibility to step in and better serve them. We helped them tap into what these entrepreneurs need and value most, and created multiple innovation concepts that offer a small taste of what it means to be an American Express member.

    American Express’ premium halo contributes to the misperception that they are a brand that only serves established, larger businesses. The challenge was to help AMEX convert skeptics by offering real value for free, while eventually converting them to a long-term relationship.

    Our research uncovered the needs of small business owners as we explored their attitudes toward the “freemium” model.

    One of the freemium concepts we developed was focused on giving SMBs a 30,000 foot snapshot of their business.

    This freemium concept was based on a rotating suite of services aimed at giving small businesses an invite-only taste of what AMX offers.


  • Beautycon

    Reviving a cultural force in beauty

  • Kate Spade

    Launching the iconic, new Dakota bag

  • The Information

    Evolving a trusted tech insider into a widespread authority

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    Tech Equity Collective

    A Google initiative accelerating Black genius everywhere

  • Uber

    Infusing social impact into Uber’s business strategy

  • MLS Next Pro

    MLS Next Pro

    Defining a new league to elevate North American soccer

  • Stackabl

    Turning waste into wonders

  • The Mom Project

    Reflecting the full potential of moms at work

  • Kate Spade

    Establishing the modern era of a New York classic

  • WNBA logo


    Asserting the WNBA’s rightful place in culture

  • Andscape Billboard: Andscape, where blackness is infinite.


    Launching a global media platform where Blackness is infinite

  • Spotify

    Directing a promising new offering for Spotify

  • Terry Tsiolis

    Reframing beauty for Terry Tsiolis’ collection of open studio portraits

  • Anonymous

    Crafting a more inclusive approach to innovation