Historically, the American Express Corporate card was the card for business, large and small. Quite ironic given the fact that many small business owners had run away from big corporations to start their own businesses. But in the end the Corporate card stayed just that: a card. Meanwhile we knew that American Express had plenty to offer small business. For one, it is uniquely positioned to be more nimble and faster than banks in supplying a credit line, responding to the needs of this tough consumer group. When we were asked to pitch the Small Business services business, we started by not just looking at the card as a piece of plastic, but more at how we could position American Express as small businesses biggest partner.

Art Direction ACD/Design/Concept Ideation