The concept around mylifemycard.com was not just to build a destination site to welcome new card partners (MBNA, Citi) and new Cardmembers into the American Express network of cards. It was also to celebrate what is unique about membership, and to showcase American Express Cardmembers, like Ellen DeGeneres, Laird Hamilton and Robert De Niro, as people leading lives where value is defined, not by material possessions, but by their unique point of view.