AMEX MEMBERSHIP PAGE

assignment: elevate amex membership Landing page

While working at R/GA, my primary client was American Express. We were tasked with transforming the existing landing page for AMEX Membership to better reflect the brand through narrative and create a more actionable call to action—encouraging prospective members to join.

We conducted extensive research on our audience, best-in-class webpage examples, and competitors—where we identified a clear opportunity. Most competitors presented member benefits as generic laundry lists. We knew AMEX could go further by contextualizing its offerings and positioning membership as a lifestyle, not just a set of features.

Through customer journey mapping that reflected various acquisition stages and personas, along with design mockups and close collaboration with our client, we developed a page flow that more accurately conveyed the elevated experience AMEX was offering.

Below are just snippets pulled as examples of the type of thinking and work we did. The project is no longer live, as it was completed a few years ago, and none of these are finalized or external-facing documents. Please do not share externally.

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