Optima

(American Express)

Problem.

American Express, already a financial powerhouse, entered the emerging credit market on the heels of Visa and Mastercard. How could a brand name help them leave a notable and long-lasting impression on the industry?

Solution.

Make a bold promise and signal the superiority of your product. Long before Kia launched its Optima line of sedans, Lexicon developed the Optima name for AmEx. A clipping of the word "optimal," it immediately indicates to consumers that American Express offered a high quality, secure, best in class new option.