The Relationship Care initiative within American Express customer service has a very strong identity. While it might not be one that stemmed from professional, customer facing design studios, it is something of a unique presence in their offices. Retro color themes and simple iconography were the prominent components of this program. I tried numerous times to update some of the icon styles and font choices, only to realize that I was forcing something away from its recognizable roots. In the end, leveraging years of home grown design elements gave them something they loved. Sometimes your perfectly executed design is crap.
