Expressions was conceived as a strategic brand extension of American Express Platinum—designed to translate the brand’s core values of exclusivity, trust, and privileged access into a physical editorial experience. Targeted exclusively to Platinum Card Members, the magazine reinforced American Express’s position as a curator of elevated lifestyles, cultural insight, and premium experiences beyond financial services.
Commissioned through DRP’s Custom Publishing division, I developed Expressions from the ground up as Creative Director. This included defining the magazine’s visual identity, headline logo, typographic and color systems, and establishing a cohesive editorial design language aligned with the Platinum brand. The publication covered travel, cuisine, shopping, and lifestyle with a focus on discernment rather than abundance—emphasizing quality, context, and authority.
Privately distributed via mail, Expressions functioned as a high-end brand touchpoint rather than a mass publication. The design prioritized restraint, clarity, and sophistication, speaking to a well-read, culturally fluent audience and positioning the magazine as both a collectible object and a subtle expression of brand value.
