AMERICAN EXPRESS | ALWAYS WELCOME
The Always Welcome campaign was created to promote inclusivity and belonging within communities with a storefront window cling for businesses. Many stores display which credit cards they welcome already and we saw an opportunity to use this real estate to convey an even bigger message: All people are welcome and valued in the establishment.
For 2023, American Express chose to celebrate Asian-American business owners and patrons with their own cultural piece. I worked hand-in-hand with a designer to research numerous Asian cultures to find commonalities among them and found they all celebrate the Mid-Autumn Festival, or Harvest Festival, in their own unique ways. The motifs we chose to use in our artwork were the rabbit in the moon, lanterns, family, and lotus flowers.
Design Process
Initial concept sketches
Initial color exploration
ECD: Dina Young | Designer: Jessica Janda