The American Express brand, an iconic symbol of success and luxury, is one of the most recognizable brands in the world: and membership certainly has its privileges. When traveling to a city with an American Express Travel Services location, cardholders can stop by to receive personalized service, explore travel options or enjoy the many amenities.

As American Express began to translate its brand into physical spaces, it engaged Big Red Rooster to help reinvent its worldwide Travel Services experiences. To ensure American Express’ iconic brand perception aligned with brand experience, we developed a new service experience design that captured the brand personality and service offer in an authentic, compelling manner.

Substantial blue doors, luxurious fabrics and large-scale iconic imagery reinforce American Express’ brand heritage. Space planning allows for a flex-space, which accommodates classroom-style symposiums highlighting new, exotic travel locations.

The first new experience location opened at American Express’ historic site on Harvard Square in Cambridge, Mass. American Express extended the Travel Services offices design worldwide.