American Express Singapore is world’s largest card issuer, the premium network for high-spending cardmembers, a processor of millions of transactions daily, and a partner that provides business-building services to a worldwide merchant base. With Ogilvy and Mather as their central branding partner since the 1960s, American Express operates on a global scale to help realize the dreams of many through industry-leading benefits, access to unique experiences, business-building insights, and global customer care.

With the revitalised brand identity, we have synergise the communication across all the branding platforms. This includes standardising offline and online messaging to carry a consistent tone of voice and vibe.

In May 2018, American Express announced another rebranding campaign across the globe with the tagline, “Powerful Backing: Don’t do business/live life without it”. We were entrusted further to take on several additional key projects like the PaySmall (Extended Payment Plan), Out Of Home (OOH Campaigns) on top of the ongoing Digital Marketing campaigns consistently for American Express. Here are some of our favourite works.

With the identity redesign paving the way of revitalised branding, American Express re-enters the stage with a stronger foothold, drawing on its heritage of service, security, trust and brand iconography to feature customers at the centre of their campaigns. Leveraging on this, I Concept is honoured to be part of this journey in creating the world's best customer experience across all the customers they serve, through engaging digital marketing campaigns that impress upon customers and the public alike. We strive to not only upkeep the branding identity, but strengthen the brand for continuous improved brand impressionability in time to come.