American Express came to TracyLocke looking for new ideas to grow their gift card business and further establish their prepaid reloadable Serve Card as the market leader. I worked as lead copywriter on our pitch for both products. For their gift card, I created copy that celebrated the moments of joy in life that deserve an American Express gift card--buying a new home, a friend's performance, or a spur-of-the-moment gift for someone you love. For their Serve Card, we worked hard to build a strategy focused on understanding the needs of Americans using prepaid reloadable cards. My copy is honest, direct, and relevant, striking at the core reasons people use these cards and confirming American Express as an ally on their road to financial stability.