American Express’s brand was generic, and looked like every other bank brand out there. I decided a brand refresh was in order. First a new logo was made. Then a credit card redesign. I decided to go back to the black card because it’s simple and classic. There were also five different ads designed, four out-of-home and one digital. The inspiration behind this project was dependability. I want American Express to be the card that you and your entire family will love.