Comdata
2008 REBRAND 100 Winners > merit
Industry: Financial Services/Insurance - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Comdata was founded in 1969 as a funds transfer company for the interstate transportation industry. It grew through acquisition and expansion into a diversified financial transaction company that processes credit and debit, fleet, payroll, gift and loyalty cards — with its strongest growth in gift, controlled spending and electronic payroll cards. By 2005, Comdata was a global financial leader with new audiences across diverse vertical markets. Challenge - Develop a new positioning, brand architecture, messaging strategy, and visual identity that unifies the presentation of the integrated Comdata offer, conveys its financial services leadership role, and supports continued growth initiatives. Strategy - Conducted 1-on-1 ethnographic research with Comdata customers – from mom & pop trucking companies to gift card teams at top retailers – to understand brand perceptions and barriers to growth. Created a master brand strategy that unifies all businesses under the Comdata name with the vision statement: “Payment Innovation.” Relaunched the brand with a website and corporate sales presentation based on a new identity system focused around payment innovation solutions for the transportation, retail, government services, aviation, construction, service and restaurant and hospitality industries. Result - In the year following the rebrand, Comdata decreased annual marketing expenses by $500K, while increasing demand for their products and site traffic by 15%. As of Q4 2007 Comdata has enjoyed 15 quarters of double-digit growth. Credits: Client: Comdata - www.comdata.com Client Team: Andrew Park, Kedran Whitten, Debbie Gray Brand Strategists/Designers: Catapult Thinking - www.catapultthinking.com Creative Director: Jeff Pacione Designers: Guido Baratta, Toni Oberholzer, Luda Almeida Writers: Mike Floreak, Kiko Miyasato [back] |
