Amex OPEN Forum Redesign
OPEN Forum® visual identity has been conservative over the last 4 years, inheriting the predominately blue and white palette from the main American Express property. We were challenged to redesign the visual identity to better capture the essence of the face pace small-business lifestyle. The brief was clear from the beginning: to create a visual identity that makes OPEN Forum memorable, exciting and approachable while still fitting in the OPEN ecosystem.
Before we start designing, we look to our users and identified key needs as small-business owners.
The new OPEN Forum identity is focused, authentic, personal and approachable for the user.
To start implementation, we tackle select key pages that had the highest user traffic first. Knowing that our users have limited time and are always juggling multiple things at once, these pages are designed to optimize the path for content consumption.
Showing the brand and illustration are used on the native iOS Mobile App, publications and social.
Mobile App Onboarding Screens
The Design Team
iOS App UI/UX Designer