American Express – Plenti loyalty rewards website/app

Plenti homepage.

Proposed “Earn Here / Save There” campaign concept. Demonstrates how two seemingly unrelated brands come together in unexpected ways,

allowing Plenti members to earn points at one merchant and use them at another.

Below are a few slides that rotate through the homepage carousel. Campaign also extendable to banners, print and outdoor media.

App description for the iTunes store.

Having fun with the 404 error page.


UX, brand, and content copywriting for Plenti, a new loyalty rewards program that lets members earn points at one merchant and use them at another. For example, points earned for fueling up at Exxon can be used toward shoes at Macy’s.

Copy focuses on simplifying a complex multi-partner program, driving enrollments, increasing engagement, and facilitating navigation throughout the Plenti website and mobile app.

Worked directly with American Express, the program’s operator. Launched: May, 2015.


Advertising, copywriting, website, consumer loyalty program, digital, interactive, online, Mitch Lemus