American Express OPEN

Giving small businesses the tools to win big

THE CHALLENGE

Help build a brand for small business that transcends the credit card category.

THE JOURNEY

Through talks with small business owners, experts and international stakeholders, we identified new ways to go beyond traditional credit card offerings to engage with and add value for small business owners, including networking forums, big business-style purchasing clout and more.

THE WIN

Open became the first true sub-brand in the 150-year history of American Express, and established itself as a leader in helping small businesses grow.