To create a financial brand completely from scratch. A new credit product that addressed the need of the recently arrived Hispanic immigrant of getting credit, without an established credit reputation.
Through research we knew that our sweet spot consumer was underbanked, actively researching for financial products and had a high usage of international money remittance. Great! But also lacked trust towards the financial institutions, relied more on non-traditional methods and had language limitations, in particular financial. On top of that they had misconceptions about how to get credit and a fear of predatory products, expensive fees and commissions. So? How to make them trust a totally unknown brand?
How we did it:
We discovered an opportunity leveraging our product as a trusted, accessible one-stop-shop credit solution that provided the tools for credit growth. Our first step was to find a name that said it all, thus, Pr1ma Card was born: the first card and first step for the customers’ financial future success in the United States. From there we created all brand elements: logo, card design, color palette etc. And an advertising campaign that provided all the essential communication and a financial tool-kit that kept them connected, motivated, and focused on their finances as they planned and prepared to make their dreams a reality.