American Express Web series explores small business rebrandings

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American Express has launched a Web series examining how five small businesses, working with branding and design agencies, reinvigorated their companies.

The “Project Re:Brand” series, part of AmEx's Open Forum, shows off the “complete image makeovers” of CitraSolv of Danbury, CT; ArtYarns of White Plains, NY; Venture Air Services of Farmingdale, NY; Brooklyn, NY-based MoCada; and New York, NY's Finish Line. Agencies The Apartment, OfficeLab, Pandiscio, Toda and ThinkSo worked with the firms, respectively.

American Express has been busy expanding the capabilities of its Open service in recent months. Last month, it extended its partnership with Yahoo to give Yahoo Small Business members access to services from Open through the Web. This summer, it launched a search marketing tool for small businesses and agencies, known as “SearchManager.”

Earlier this year, American Express debuted LoyaltyEdgeSM, a practice area to help its corporate clients develop or enhance loyalty programs, and it launched a rewards partnership with Dunkin Donuts in April.

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