Serve’s brand voice

American Express's Mobile Payment App

July 7, 2011

American Express launched Serve in 2011 to give consumers a faster, more convenient way to pay for things in their daily life using their mobile phones. To encourage entrepreneurs and the larger development community to design their mobile apps with the Serve Mobile Payment service in mind, American Express created a dedicated site offering their APIs, tools and development sandbox as well as community forums and support services.  The web copy for their new site needed to express their collaborative mindset, supportiveness and straightforward, friendly brand personality.   Working with Frog Design on the site’s development and using the brand strategy of Siegel & Gale, a new site was developed and launched.


  • Brand Voice Development
  • Content Audit
  • Web Copy