People aren’t retiring the way they used to. In fact, retirement these days doesn’t seem like retirement at all. People are starting second careers, travelling, and rediscovering passions they may have been neglecting for years. Hence the big idea from American Express Financial Services: The New Retirement. This engaging web experience was created to introduce "The New Retirement" and help dimensionalise and sample the brand. It provided a vast amount of articles, interviews, videos and interactive tools to help prospects and existing clients prepare for their "New Retirement" - by contacting American Express for consultation.Geared toward the 40-64 year-old baby boom generation, this site was intended to increase consideration of the brand among mass affluent prospects, as well as re-engage current clients as they prepare for retirement.