Amex Activation

American Express partnered with Brighton & Hove Albion F.C. to create an immersive summer festival experience at the Oculus Beer Garden in the World Trade Center, bringing fans together for an unforgettable celebration in the summer of 2023.

Team

Experiential Design Director: Hannah Elaine Smith
Associate Design Director: Steven Gonzalez
VP Design Director: Lauren Kimball

Background

The visual identity draws inspiration from the vibrant stripes of Brighton & Hove Albion's iconic jersey, translating the club's energy into a lively and inviting atmosphere. The graphic system expanded across every touchpoint, from signage design to tabletop game graphics to complimentary path cards with American Express branded sleeves, creating a cohesive experience that fans could see, touch, and take home.

Event Space

The Oculus Center was transformed into an exclusive fan experience featuring a customized drink menu, interactive table activities, mini Foot Pool, and a VR experience. Every element was designed to bring fans closer to the team, creating an energetic summer celebration where supporters could play, compete, and share in the spirit of the game.

Next work

Amex X WNBA

Amex X WNBA