In late 2024, American Express Australia launched its renewed Artist Series, a creative initiative aimed at amplifying First Nations voices across its merchant network. In this inspiring redesign, they turned to Jade Akamarre, a fourth-generation Alyawarre artist and cultural custodian from Utopia, whose deeply symbolic works bring ancestral songlines to life through sweeping dots and linear patterns. Her participation marked a meaningful step forward in embedding Aboriginal culture within everyday commerce.
The collaboration wasn’t simply aesthetic—it was also heartfelt. Drawing from rich tonal gradients that reflect the ever-changing seasons of Country, Jade’s artworks were used as bespoke signage for Amex-accepting businesses. Whether manifested as transparent stickers for storefronts or elegant tent-card displays at point-of-sale, her designs served as mini-portals: subtle yet powerful affirmations of inclusive space, cultural respect, and shared heritage. The initiative enabled merchants across diverse industries to visually connect with Country, transforming each transaction into an opportunity to celebrate Aboriginal storytelling.
For Jade, this platform provided something truly special—a chance to place herself as both artist and ambassador. “My collaboration with Amex Australia came about after I was establishing relationships with various other companies… to raise awareness of Aboriginal culture through modern creative expressions,” she shared. She emphasized Amex’s long-term commitment—not viewing the project as a short-lived activation, but as part of a genuine, evolving conversation about cultural visibility and appreciation.
By choosing Jade as one of the featured artists, Amex Australia demonstrated its dedication to Reconciliation and its willingness to use corporate resources to promote cross-cultural understanding. In translating her Dreaming into functional design, the project reaffirmed that art isn’t confined to galleries—it can be woven into the rhythms of everyday life, greeting customers at their local cafe or shop and reminding us of our shared histories and futures.
