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  • Catherine Carr

CenterCard Brand Strategy and Content Development

Updated: May 13, 2019


How we helped a FinTech startup articulate a fresh philosophy and pave the way to product launch with brand-driven content.


Bellevue, WA

FinTech

Focus: B2B, Internal

CONTEXT

Concur cofounder Steve Singh's new startup project, CenterCard, had developed some exciting technology to disrupt the long-stagnant corporate card industry, but a recent pivot had left the messaging outdated. With a launch announcement planned for Concur Fusion, the team needed new brand materials and website copy in a matter of weeks.

VITAMIN C SERVICES

Brand Strategy

Stakeholder interviews; brand audit; competitive analysis; archetype analysis; external inspiration; development of brand purpose, position, and pillars

Brand Activation

Development of detailed messaging matrix, voice/tone guidelines, and brand vocabulary; brand guidance on new site structure, content strategy, and visual expression

Brand Expression

Development of all website copy and blog content, including Center Manifesto and 20-page research-based whitepaper capturing attitudes about budgeting and discretionary spend

MOMENT OF CLARITY

The stakeholder interviews were substantive and thought-provoking, but it was a simple, powerful phrase in an email forwarded from Center's controller—After all, budgets are a reflection of strategy—that inspired the core brand idea and fundamentally shaped the purpose, position, pillars, and manifesto.

CREATIVE INSPIRATION

With its emphasis on vision, transformation, flow, and innovation, the Magician archetype proved to be the perfect archetype. CenterCard transforms budgeting into a strategic and collaborative tool to help businesses achieve more, and transforms culture in the process. This fundamental idea has inspired numerous blog pieces, PR pitches, and product ideas. The Magician archetype also articulates helpful boundaries—for example, ensuring that the product doesn't become too automatic and predictive, so customers retain the right amount of control.

CONTENT CLIP

Even after the inevitable changes and evolutions that come with a startup, the Center Manifesto remains our north star for brand philosophy, content inspiration, and voice/tone.


COLLABORATORS

Bear Group

Design Hovie Studios

Barokas PR

#B2B #internalcommunications #startup #brandstrategy #messaging #brandvoice #websitecontent #magicianarchetype #CenterCard #brandmanifesto

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