• by Tanya Gazdik , April 8, 2010

American Express Open is launching Project Revive, a program pairing branding experts with small business owners to document the process of developing a new brand identity.

Starting this week, each business and agency will begin monthly in-person consultation sessions. Each business owner's story, including branding tips and insights, will be shared on AmEx Open's small business networking Web site Open Forum at the conclusion of the makeover in August. American Express Open is the small business division of the financial services company.

Among the businesses undergoing brand transformations during the five-month-long program are White Plains, N.Y.-based Artyarns, a manufacturer of luxury hand-painted yarns, which AmEx is partnering with New York-based design firm Officelab. As part of the reinvention, Officelab will offer Artyarns branding guidance and advice in an effort to refresh the look and feel of their small business via a new logo system, voice/tagline and style guide, clearly expressing the three pillars of their business: Uniqueness, luxury and value.

Also receiving a total rebranding is Danbury, Conn.-based Citra Solv, a wholesale manufacturer of completely natural, high-quality cleaning and personal care products, which will be under the branding guidance of experts from The Apartment, a New York-based design agency. In pairing Citra Solv with The Apartment, AmEx Open is helping the eco-friendly brand distinguish themselves from the crowded marketplace of "green" cleaning products companies. In the face of a deep and prolonged recession and increased competition from wholesalers large and small, Steve and Melissa Zeitler recognized their 20+-year-old business was in need of a new identity to establish brand differentiation and broaden their appeal.

As part of the reinvention, Citra Solv is looking for The Apartment to provide advice and guidance, as well as a new identity to enhance their online presence, including a revamped Web site and social media channel presence. Also on schedule to be overhauled are the company's marketing collateral, trade show/store displays and packaging. American Express Open Forum gives businesses owners tools to connect and collaborate, such as Connectodex, which can help generate new leads by intelligently matching businesses with similar needs and interests. The site also includes exclusive articles, videos, discussion boards and events listings that can help businesses get informed and inspired. Content and insights are available to all business owners with additional special features reserved for Open cardmembers.