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Converting a financial institution into a fashion icon

With the creation of its Blue Card in the 90’s, American Express realized unique opportunities outside of their traditional corporate-focused customer. Younger, more fashion and technology oriented consumers desired products that felt relevant to them.

The Butterfly Card concept focused on the idea of “a credit card as a fashion accessory” and the product and card design drew inspiration from modern architecture, jewelry design, sculpture and high end personal electronics.

American Express Butterfly Card

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