SITE LINK: Global Careers at American Express
SITE LINK: Global Careers at American Express
Story by Kevin King :: Creative Director :: JWT INSIDE :: 2008-2010
Role: Creative Direction
Date: March 2010
This project was the culmination of a massive redesign of all three American Express careers sites. We had previously redesigned the Campus and Customer Service Recruiting portals.
After extensive research and interviews in preparation of the EVP, we discovered—or maybe just confirmed—that American Express people are a special breed: they really do extraordinary things on a daily basis. We heard so many amazing stories, we knew that the people needed to be the face of the site. It was the perfect way to give candidates a first-hand look at what it’s like to work with the people of American Express, and to get a feel for the culture they might be joining.
The site opens with a library of stories and a rotating cast of employees from across all business divisions and regions. To keep things fresh, the homepage serves up a different story each time you visit. Throughout the site is original, in-situation photography to capture the vibe of the place. And the copy tone is casual, using a personal, second-person “you” voice to convey the friendly attitude you expect from American Express.
This site not only had to work within rigid American Express technical standards, but it also had to capture the precise image and personality of this global organization. In the final stages of the process, we actually mocked up every single page of this massive site for review by each division and region. They verified that the words, images and stories reflected the truth of the company.
