American Express OPEN Presents ‘Project RE:Brand’

With the success of its original web series Small Business Rules, American Express OPEN has launched a new suite of web series aimed at helping small businesses: Project RE:Brand, which debuted last week on American Express’ OpenForum.com.

Project RE:Brand pairs branding experts with small business owners to aid them in developing a new brand identity. The series, whose tagline reads, “Refresh your brand. Revitalize your business,” documents a five month transformation process to provide an example for other small business owners. Project RE:Brand features three miniseries, Effective Advertising, Redesigning Packaging, and Luxury Branding.

The business owners—all American Express OPEN Cardmembers, of course—which include Artyarns, a small custom yarn manufacturer, CitraSolv, a green home cleaning product company, and Air East Airways, a family-owned aircraft charter company are paired with design experts OFFICELAB, the apartment, and Pandiscio Co.

The Project RE:Brand site also features a “before and after” that compares the company’s branding materials, and includes branding articles intended to assist the small business owner in his or her own brand transformation.