The credit card company asked undergraduate art and design students in their second and third years at Camberwell College of Arts to create and submit designs in three categories – Green London, Financial London and London Spirit.
The students had to develop designs that incorporated the American Express brand and evoked the spirit of the selected areas in each category, from London’s open, green spaces to the fast-paced, financial hub of the City and the bustling West End.
The winning designs will be placed on the store windows and doors of thousands of American Express restaurant, hotel and retail outlets across the capital, and each design features the winning student’s name. Clive Rohald, creative director for Siegle+Gale, one of American Express’ strategic branding companies, judged the winning designs.
Mark Roper, vice president, American Express merchant services Europe marketing says: “This highly customised, artistic series of designs not only captures the spirit of London but also provides a way for our Cardmembers to further connect with our brand and forge an emotional bond with the area in which they reside and the businesses where they make their purchases. We think this is a great way to help our merchants attract our Cardmembers to their establishments. What makes this campaign unique is that by partnering with Camberwell College of Arts, we are also giving students the opportunity to showcase their work in front of millions of people.”
The three winning students will also receive a one-day internship at Siegle+Gale and £550 to spend on art materials for the year.