CenterCard Brand and Content Development

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

Photo by Stéphan Valentin on Unsplash

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exciting technology to disrupt the long-stagnant corporate card industry, but a recent pivot had left the messaging outdated.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.

The team needed new brand materials and website copy in a matter of weeks.

VITAMIN C SERVICES

Brand Strategy

• Brand audit

• Stakeholder interviews

• Competitive analysis

• Archetype analysis and external inspiration

• Development of brand purpose, position, and pillars

• Development of detailed messaging matrix

• Development of voice/tone guidelines and brand vocabulary

Brand Activation

• Recommendations for new site structure, content strategy

• Creative direction

• Development of all website copy and blog content, including Center Manifesto and 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.

A simple, powerful phrase from Center's controller 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.

With its emphasis on vision, transformation, flow, and innovation, the Magician archetype proved to be the perfect archetype.

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.

HAPPY CLIENT

"The website content is sharp, easy to read, and consistent. Thank you for your sharp eye. You truly embody the scope we talk about for insights, both the big picture of what we want to convey and the details of getting it right, down to the last period and hyphen. We couldn't have done this without you." Heather Singh, CMO

IMPACT

Center was acquired by American Express in 2025.

COLLABORATORS

Bear Group (website development)

Design Hovie Studios (website design)

Barokas PR

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