Tablet screen displaying a website with the American Express logo and the text 'What's your Card?' over a blue background. The surrounding area features a colorful collage of abstract art and patterns.

American Express
Personal Cards

American Express sought to elevate the credit card experience with a redesign centered around personalization. The new process begins on a digital portal where cardholders select their preferred benefits, features, and design elements, ensuring a card that reflects their unique needs and style.

American Express credit card with a blue pixelated design featuring the iconic centurion figure. The card includes an EMV chip and the name 'C F Frost' printed on the bottom left. The card also displays 'Member Since 2013' on the bottom right
American Express credit card with a vibrant green and watercolor-style design featuring the iconic centurion figure. The card includes an EMV chip and the name 'C F Frost' printed on the bottom. The card also shows 'Member Since 95' and a validity date of 02/09.
American Express card with a bold yellow design featuring a stylized centurion figure. Includes an EMV chip and 'C F Frost' name with 'Member Since 2013' on the bottom right.
merican Express card with a minimalist white and blue design featuring the centurion figure. Includes an EMV chip, the name 'C F Frost,' and 'Member Since 95' with a validity date of 02/09.
Open booklet and cover featuring American Express branding. The cover reads 'The Card for you' with colorful abstract patterns. The open pages showcase a yellow and blue credit card design with the text 'For the crafty at heart.
Phone screen showing 'Borrowing from American Express' with colorful abstract background and AMEX logo.
Three-panel sequence showing an American Express quiz and personalized card result.