M Booth was asked to introduce a scaleable content strategy for the Amex social channels. With almost two centuries of history, we decided to launch an ongoing series focused on the brand's heritage. Amex’s in-house archivist helped us dig up artifacts, and it was my role to create a design language for sharing those moments with the world. It's now been running for years.


"Amex's Social Data Show That Nostalgia is just swell"

– AdWeek