There are over 123 million consumers in the United States who could use some help moving from financially struggling to thriving. Achieve’s digital personal finance offerings can help people reduce debt, improve cash flow, save money, manage expenses and plan for the future. Rebranding this successful 20-year startup rooted in empathy and technology, while redefining “fin-tech” in a crowded marketplace, provided some of the most challenging, rewarding work to-date. A refreshed brand platform, photo & video strategy, process overhall and new brand expression expression brought on more opportunity than I could have imagined, which is a testament to leadership and the vision for their future.
Brand Expression //// Campaign Development //// Process
ACHIEVE
The new name identity, in partnership with Pentagram reflects the journey many customers take in their debt recovery.
1- customers are defeated and discouraged, often times taking 1 step forward and 2 steps back.
2 - this is at their lowest point when they feel recovery is impossible.
3 - a relationship is introduced and formed with Achieve, built to help real people with real financial problems.
The rest is history.
The “Achieve Mosaic” is both a concept and a graphic treatment, with a visual dial that can provide impact and a sense of community. Used with restraint, it provides a chance to let our member stories come to the forefront. Used expressively, it communicates community and connection.
From the home page experience, to messaging across the customer and employment journey, primary considerations always led with empathy and a human approach. Both these pillars were part of Achieve’s success over the past 20 years, and are just as important- if not more- now.
Member storytelling became the platform for communicating the Achieve product suite, with documentary-style video and bespoke photography to help inspire trust in a crowded market.
In addition to member photography, employee profiles and a look at Achieve “behind the scenes” helped recruiting efforts as well as elevate the brand’s human-first differentiator.
