Designing clarity for AMEX Apple Pay
Overview
American Express partnered with Apple to introduce Apple Pay to Australian cardholders, enabling users to make secure, contactless payments in-store, in-app, and online using iPhone and Apple Watch. Beyond a technical rollout, it marked a shift in behaviour, moving everyday payments from physical cards into a more seamless, mobile-first experience that felt immediate, intuitive, and always within reach.
The problem
While Apple Pay was already well established globally, adoption among Australian American Express cardholders was still slow at launch. There was a gap between availability and understanding, with many users either unsure their card was compatible, unclear on how to set it up, or simply defaulting to the familiarity of a physical card. The experience existed, but it wasn’t yet felt as effortless or instinctive.
The idea
The idea was to make Apple Pay with American Express feel simple, desirable, and natural to use, not just explain it. It needed to feel like something already part of everyday life, rather than a new process to learn. The focus was on clarity and confidence, removing friction around setup while reinforcing trust, security, and continuity of rewards. Ultimately, the aim was to shift perception so that tapping a phone felt more intuitive than reaching for a wallet.
My role
At the time, I was working as a Graphic Designer, but I was given the opportunity to lead the visual execution of the campaign, including overseeing a full photoshoot. This was a pivotal moment in my growth creatively, as I was responsible not just for design delivery, but for shaping how the product was visually brought to life. I worked closely on directing the shoot, ensuring every frame felt intentional and aligned with the experience we were trying to communicate.
A key focus for me was the flat lay photography. I wanted them to feel beautiful, captivating, and grounded in real moments, as if you had just placed your phone down mid-transaction or caught a snapshot of everyday life unfolding. Rather than static or overly staged compositions, I aimed to create imagery that felt present and in-the-moment, reflecting the ease and fluidity of paying with Apple Pay in real life.
The solution
The final experience brought together clear onboarding guidance with a strong, human visual language. Step-by-step instructions helped demystify the setup process for Apple Pay, while messaging reinforced trust through security features like tokenisation and biometric authentication, as well as continuity of Amex rewards and benefits.
The photography played a central role in grounding the experience, showing Apple Pay not as a technical feature, but as something embedded in everyday routines. Combined with clean, structured design and a focus on simplicity, the solution helped reposition Apple Pay as a natural extension of the American Express experience: fast, intuitive, and already part of how people move through their day.