Timeline: 5 Weeks | Tools Used: Adobe Illustrator | Techniques Used: Graphic Design
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The Challenge: Adapting to a New Brand Identity
Recently, Atlanticus faced a significant challenge: designing a display ad campaign for a prominent fintech firm they hadn’t actively marketed for in nearly five years.
Once a productive partnership, the relationship between Atlanticus and this fintech firm had grown stagnant, leaving Atlanticus unfamiliar with the fintech firm’s new branding identity, messaging, and direction.
The situation was further complicated when the fintech firm, who was going through some struggles with visibility and engagement, reached out with an urgent request for a new marketing campaign, complete with a very tight, two-month deadline.
In addition to their visibility struggles, the fintech firm was also going through a change in leadership, which, though demanding, presented a perfect opportunity to rekindle this old relationship and build it back better than ever before.
It was going to be a challenge. The fintech firm’s new CMO and CEO had a new vision and new goals for the company.
This left Atlanticus with the daunting task of trying to convey the essence of what was, in effect, a new and unfamiliar brand. To pull off this campaign in time and meet the expectations of this prominent fintech brand’s new leadership, they needed to act quickly.
This project was going to require careful planning and quick execution to create the necessary assets for a successful campaign that would boost the fintech firm’s visibility while staying in compliance with the heavily regulated industry they operated in.
Who is Atlanticus?
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Atlanticus is a financial tech company that provides a range of financial services and products to its consumers.
Through its subsidiaries, Atlanticus offers consumers the financial products they need most, including general-purpose credit cards, point-of-sale financing, patient financing, and auto financing — whether it’s in-store, online, or at home.
Headquartered in Atlanta, Georgia, Atlanticus has been providing financial services for over 24 years and has serviced over $26 billion in loans to more than 18 million customers.
Rising to Meet New Expectations
What Atlanticus needed was to quickly get on board with the fintech firm’s new CMO and CEO’s vision and goals, come up with the right creative strategy, and then create eye-catching and effective marketing collateral on a quick turnaround to ramp up the fintech firm’s visibility and put their brand in front of the right eyes.
Having successfully collaborated with Designity on many previous projects since December of 2021, they decided to turn to their creative team once again for support.
With Creative Director Pooyan at the helm, the Designity team got started on their project. Pooyan and his creative team got to work researching the fintech brand to get a better grasp on their new branding and their customer base.
In addition to the very tight turnaround, Pooyan and his team also had to navigate the complexities of the highly regulated fintech industry, as well as make sure that they presented the fintech brand’s offerings in a way that their customers could easily digest.
Despite all of the challenges, within five days, Pooyan and his team had developed six creative concepts that truly captured the spirit of the fintech brand and translated that spirit into a display ad campaign that aligned with both Atlanticus and the fintech firm’s vision.
The Results: A Satisfied Client and a Resolidified Partnership
The results of Atlanticus’ display ad campaign could not have been better.
The campaign led to the fintech firm’s product becoming the most engaged product in Atlanticus’ product suite in less than two months after launch, but also led to some positive outcomes:
- Their product, Stash, climbed up 9 positions in click-through rankings.
- The campaign generated over 10 million product impressions in May and June alone, indicating a significant boost in brand visibility.
- There was a staggering 600% average increase in customer enrollment, meaning that not only did the ad campaign attract attention, it also drove meaningful results.
Highly engaged customers also made it possible to open up the door on opportunities for cross-selling other products in Atlanticus’ portfolio, making it beneficial for all involved.
Atlanticus leadership was thrilled with the display ad campaign’s performance, reinforcing the fintech firm’s confidence in Atlanticus and also sparking some interest in expanding their partnership even further in the future!
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Key Takeaways from Atlanticus’ Partnership with Designity
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With Designity’s support, Atlanticus was able to pull off a display ad campaign for an unfamiliar brand that didn’t just meet client expectations, it set a new standard for tackling rebranding challenges.
The combination of CD Pooyan’s expertise, a top-notch creative team, and stellar teamwork between Designity and Atlanticus’ new leadership proved that with the right strategy, the right assets, and the right creative direction, even the most challenging projects can be executed successfully.
Other Notable Atlanticus Projects
- Multimedia Campaign for Atlanticus — Designity created a wide range of media assets for Atlanticus, including videos, animations, banners, lightboxes, and landing pages, delivering pixel-perfect, responsive designs across various platforms.
- Email Design for Aspire Credit Card — This project involved exploring different communication channels and refining initial concepts to create visually appealing and responsive email templates that boosted user engagement and solidified the product’s brand narrative.
- AI-Mazing AdVentures: The Animation Odyssey —This project for Aspire involved creating high-quality claymation-style storyboards for an SEO & content marketing campaign.
- Short-Form Video Ads for Google & YouTube —To promote the 3% cash-back rewards for the Aspire credit card, Designity developed short-form video ads inspired by the mobile gaming community.
- Visual and Written Concept for Aspire — Designity created a new visual and written concept for Atlanticus’ Aspire credit card product, exploring different messaging channels and developing ideas that became the core of the campaign.
- Character Design for Fortiva Retail Credit — The Designity team designed seven distinctive characters, each in a unique setting, which were then used in an eBook and became the foundation for an upcoming animation project.
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