Projects
Rebranded Freedom Financial Network (a corporate entity bringing together disparate business units) into an audience-based digital personal finance brand, Achieve.
Created brand foundations: Mission, Vision, Values; Brand identity (logo, color palette); Brand voice/language.
Also led product positioning for Achieve Resolution (debt resolution product that drives 80% of company revenue) as well as the GOOD (Get Out of Debt) app, driving the company's evolution further into the digital/fintech space.
The Insight: When it comes to money, people care most about what other real people have done and the real impact those changes made on their lives. They want and need real stories about how other people like them got 'unstuck', especially when they're feeling so alone.
There's no shame in having overcome challenge, as it's most often those who have overcome much hardship that find great success.
The Strategy: Rather than a splashy ad campaign, focus the spotlight on human testimonial stories that bring the empowering Achieve brand to life. Focus other efforts that drive Word-of-Mouth, including review site management, standout customer service, and valuable educational content that get shared and earn SEO.
Achieve
