American Express, one of the world’s leading financial institutions for over 100 years, has a growing international co-brand division. They did not have a co-branded presence in the U.S., specifically in the retail market. AmEx teamed up with Dillard’s department stores to launch a new brand and card. A customized reward program was also designed and produced. The success of the program allowed AmEx to continue with confidence with their co-branded retail partnerships.