Modernizing a B2B Fintech Brand
BRAND IDENTITY CREATION AND CORPORATE REBRAND – MADE WITH REWARDS NETWORK
TL;DR
Led the new B2B brand identity, targeting business owners and restaurant operators. This led to increased user volume and trust within the hospitality industry, setting the stage for future growth and increase brand awareness.
MY ROLE
Brand Identity, UX & Marketing Strategy, Creative Direction, Web Design, Design Systems, Development Handover, Video Direction, Motion Design, Legal & Trademark Research, Design Thinking,
PEOPLE
1x UX Designer
3x Visual Designers
1x Video Editor
2x Copywriters
2x Product Developers
TIMELINE
3-4 Months
Rewards Network's brand transformation was a critical step in establishing trust within the restaurant industry. The project was an extensive overhaul that encompassed the creation of a new design language, a comprehensive style guide, and the revamp of all printed and digital materials.
Our primary audience was the business owners, restaurant operators, and potential clients in the industry. This required seamless collaboration across multiple teams, including Creative, UX, Product, Marketing, and Data.
We initiated the project with in-depth market research, interviews with employees, and insights from company executives. This groundwork allowed us to define a clear messaging strategy and mission statements. From there, we crafted a new brand identity, design system, and visual language that were consistently applied across various platforms, including web, social campaigns, and customer portals.
The outcome was remarkable. User volume and lead generation saw a significant boost. The modernized brand and user-centric approach cultivated trust within the restaurant industry, laying the foundation for future growth. The comprehensive design system and consistent brand identity improved recognition and engagement, reinforcing Rewards Network's position as a leader in the field.
REINVENTING THE BRAND OF A “35-YEAR-OLD STARTUP”
I led the complete rebrand of Rewards Network, refreshing the brand's identity with a modern design language, a cohesive style guide, and a compelling brand voice. This overhaul extended to redesigning 350 digital experiences and customer-facing assets. The brand now exudes a dynamic spirit with vibrant colors, a sleek font, and an exponent symbol, signifying our commitment to revolutionizing the dining rewards experience through innovative technology and exponential rewards for both local restaurants and members.
Rewards Network's new brand identity reflected the unwavering commitment to transforming the dining rewards experience with cutting-edge technology. Vibrant shades of yellow and orange convey our dynamic approach, while the sleek Myriad Pro font reinforces the focus on innovation. The exponent symbol represents the promise to amplify rewards for restaurants and patrons, symbolizing the commitment to continuous improvement and network expansion.
In my role as Creative Director, I spearheaded a strategic shift in our messaging strategy for restaurant partners. We adopted a more direct and engaging approach, emphasizing the impact of our program on their business growth with conviction.
Recognizing the complexity of customer interactions, we reimagined our portrayal of "new" guests with authenticity. We strategically shifted the focus to "full-paying" customers, underscoring their importance and downplaying cash and funding.
Our core achievement was a refined and compelling value proposition that positioned our program as a driving force behind prosperity and success in the restaurant industry. Through thoughtful and engaging messaging, we elevated its significance for our valued partners.
We initiated this journey with comprehensive market research, delving into the company's name, competitors, and target audiences. These insights guided the development of a modern brand identity and visual design system. Our mission was to effectively communicate Rewards Network's value to the restaurant industry, shaping a solution that resonated with the company's vision for the future. My role was to craft a compelling value proposition, embodying the remarkable impact it had on the industry, all driven by passion, creativity, and unwavering dedication to elevating Rewards Network's brand.
The company’s value proposition centered on driving full-paying customers to restaurant partners, distinguishing them from competitors who heavily relied on discounts. Our objective was clear: to support our owners and operators through digital and printed materials. We utilized a modern, adaptable palette and brand strategies to bring this mission to fruition, with the ultimate aim of fostering the success and growth of the restaurants we collaborated with.
TARGETED DIRECT RESPONSE CAMPAIGNS
We executed direct response campaigns with precision to target restaurant owners and operators nationwide, sparking awareness and revenue growth. Our key strategy was a consistent positioning message that highlighted our program's partnership with powerful loyalty programs, delivering an impactful yet balanced message that resonated with our audience. These campaigns were highly successful in driving growth for our partners.
BRANDED RESOURCES + CONTENT
We revitalized the company's downloadable content and expert resources with a dynamic visual design system that maintained consistency across content categories. Through the creation of engaging eBooks, eTools, whitepapers, and case studies, we ensured easily digestible and visually appealing materials, enabling readers to absorb subject matter expertise effortlessly.
This effort produced a collection of branded resources that positioned the company as an industry authority, emphasizing professionalism and thought leadership. Our visually immersive content became a beacon of knowledge, enhancing the company's reputation as a trusted expert in the field.
B2B EMAIL, DESIGN SYSTEM + CONTENT
In collaboration with Product and Marketing teams, we set out to transform B2B email communication. Our goal was to enhance UX and visual concepts across various email types, including prospecting, administrative, transactional, and promotional emails. We streamlined content-driven newsletters and editorial emails by introducing an innovative design system that empowered content to dictate layouts, reducing design time and offering visually captivating options.
The outcome was a personalized email design system that elevated our communication efforts, delivering captivating content, strengthening connections, and driving impactful outcomes for our B2B audience.
B2B EXPLAINER VIDEOS
We embarked on a creative journey to produce impactful explainer videos for Rewards Network, aiming to vividly convey the essence of their partnership with restaurants and diners. Through discovery interviews, we uncovered key narrative elements and crafted scripts. Collaborating closely with stakeholders, we transformed these scripts into captivating storyboards and motion graphics, striving to deliver concise, clear messages that illustrated the company's promise and transformative potential. The result: explainer videos that fostered understanding, trust, and lasting connections with their B2B audience.
RESTAURANT TESTIMONIALS + CASE STUDY VIDEOS
As the creative director behind Rewards Network's customer testimonial videos, I aimed to craft authentic narratives that let our restaurant partners' success stories shine. These videos weren't about sales pitches; instead, they allowed the voices of our partners to share their first-hand experiences with Rewards Network's impact on their growth.
Collaborating with restaurant owners and sales leaders, I delved into their unique journeys, building trust and credibility with our audience. By showcasing the real-life impact of Rewards Network, we made a lasting impression, highlighting the genuine power of partnership in driving restaurant success.
BRANDED VIDEO ADS ON SOCIAL
We strategically launched a series of B2B branded video ads on social media platforms like Facebook and Instagram, targeting key markets in Los Angeles and Philadelphia. These campaigns drove engagement and fostered valuable connections with our audience, fueling brand awareness and lead generation, ultimately propelling the growth of Rewards Network.
EMPLOYEE TESTIMONIALS & RECRUITING VIDEOS
For the brand launch and all-company meeting revealing our new identity, I led the production of a series of five employee testimonial and motivational videos. These impactful videos were showcased to an audience of over 500 people at the event and later utilized in our recruitment campaigns to promote the advantages of a career at Rewards Network.
OFFICE INTERIORS + ALL-COMPANY EVENT BRANDING
Rewards Network's transition into a sleek, modern office space offered a canvas to infuse brand elements into the visual environment. Embracing the timeless allure of a black-and-white palette, my team and I curated a captivating visual montage that celebrated the rich heritage of the restaurant industry, bridging the past with the present. Each carefully selected photo served as a testament to the vibrant energy of previous all-company events, igniting the space with cherished memories and contagious enthusiasm. With a keen eye for detail, we seamlessly integrated branded graphics, breathing life into the office ambiance and encapsulating the essence of Chicago, our beloved hometown.
This project was a testament to creativity and determination, culminating in the successful launch of Rewards Network's new brand and digital products. The impressive results included a substantial increase in users, leads, and deals, going from 170 in 2021 to 584 in 2022, demonstrating our commitment to helping local restaurants thrive.
The updated brand not only exudes a modern vibe but also stays true to our core mission of supporting small business owners. We meticulously crafted a messaging strategy to resonate with restaurant owners, showcasing how our program could elevate their businesses. Our design plan brought the brand to life, delivering a seamless and memorable visual experience.
In addition to the strategic and creative aspects, we made a meaningful impact by infusing the restaurant industry's essence into our office designs and fostering a sense of community through engaging company events. This project stands as a testament to the dedication of our creative team and the strength of our partnership with the company.