Chase® | Chase for Business®
Branding Multiple Lines of Business
The number of products and services managed under the Chase umbrella is staggering in its size and complexity. Solid branding is the only way to effectively unite the often times divergent product lines. This includes core brands, sub-brands, co-brands and one-offs. From cyclic events to regional series, brand design and development is a constant undertaking.
One of the biggest challenges? Stay true to the core and play nice with the brand police.
Some content is intentionally blurred to protect client intellectual property.
Branding Multiple Lines of Business
The number of products and services managed under the Chase umbrella is staggering in its size and complexity. Solid branding is the only way to effectively unite the often times divergent product lines. This includes core brands, sub-brands, co-brands and one-offs. From cyclic events to regional series, brand design and development is a constant undertaking.
One of the biggest challenges? Stay true to the core and play nice with the brand police.
Some content is intentionally blurred to protect client intellectual property.
Women’s Professional Rodeo Association
When Tradition Counts
When it came to branding the Women’s Professional Rodeo Association (WPRA)—the organization that opened the door for women to compete professionally in rodeo—the challenge was to create a contemporary look with nod to history and tradition.
By modifying the original circle logo and pairing it with a contemporary block font, the new logo became easily recognizable. It also had the added benefit of being more design-friendly for the majority of the WPRA’s material, easy to scale, and available in knock-out, 3 PMS or CMYK. Once we got the logo in shape, the larger brand components took form.
When Tradition Counts
When it came to branding the Women’s Professional Rodeo Association (WPRA)—the organization that opened the door for women to compete professionally in rodeo—the challenge was to create a contemporary look with nod to history and tradition.
By modifying the original circle logo and pairing it with a contemporary block font, the new logo became easily recognizable. It also had the added benefit of being more design-friendly for the majority of the WPRA’s material, easy to scale, and available in knock-out, 3 PMS or CMYK. Once we got the logo in shape, the larger brand components took form.
Verdeam
Metaphor Branding
The financial management company Verdeam became successful without much of a brand. While that worked for a time, they soon realized that, in order to grow, they needed to bolster their brand and invest in an ad campaign.
I worked with their marketing team to develop a company metaphor that paired active lifestyles with active money management. We designed, developed, and presented a campaign we believed well-suited for this Colorado-based company with high-end investors. The target profile included adjectives like “high-reaching,” “competitive,” and “Type A.”
The concept was well received but stopped short of launch due to a downturn in the market coupled with the reservations from one literal-minded executive. The lessons learned? While you can't time the market, you can make the time to get to know its key players. In fact, that's the balancing act when it comes to branding — the vision you must realize is not always, nor entirely, your own.
Metaphor Branding
The financial management company Verdeam became successful without much of a brand. While that worked for a time, they soon realized that, in order to grow, they needed to bolster their brand and invest in an ad campaign.
I worked with their marketing team to develop a company metaphor that paired active lifestyles with active money management. We designed, developed, and presented a campaign we believed well-suited for this Colorado-based company with high-end investors. The target profile included adjectives like “high-reaching,” “competitive,” and “Type A.”
The concept was well received but stopped short of launch due to a downturn in the market coupled with the reservations from one literal-minded executive. The lessons learned? While you can't time the market, you can make the time to get to know its key players. In fact, that's the balancing act when it comes to branding — the vision you must realize is not always, nor entirely, your own.
