Walmart and Amex partnered to bring a low-fee checking and debit alternative to a larger customer base. An approachable identity system with personality was needed in order to appeal to a larger audience, beyond Amex's target, high-end customer.  Bluebird was born and I was responsible for the logo creation, packaging identity, in-store signage and displays, brand tone and voice. Once the identity system was created, I partnered with the American Express' team to bring the Bluebird identity to life, across all media channels, including bluebird.com, the Bluebird mobile app and the Bluebird educational web videos. Lastly, I worked on-site with one of American Express's lead agencies in New York, over the course of three weeks, to develop television advertising that was a consistent blend of Walmart and Amex's tone and voice.