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American Express: Next Chapter

Vision Book

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Copyright © 2007, American Express. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Produced for American Express while employed at VSA Partners, Inc.

American Express is a dynamic company, always on the lookout to strengthen its business model for long term growth. A confluence of key developments within the company and throughout the industry, cleared the way for American Express to create new business strategies and seize new opportunities. The company knew that competition would remain tough and even then foresaw the signs of a changing market.

So when headwinds are changing, good companies look to their employees first. And that’s what American Express did with Next Chapter, a guide to the “new” American Express. Conceived as an inspirational and informative guide for employees, Next Chapter took a snapshot of who the company was, what made it unique, where it was going, and how it planned to get there.

Distributed to a workforce of over 65,000 employees, Next Chapter featured highly stylized photography juxtaposed against bold data visualizations and simple typography. So well received was this guide that it rapidly became the basis for a larger brand initiative that included intranet communications, investor relations communications, and a corporate HQ environmental display. No wonder folks enjoy working at American Express so much.