(Re)Positioning a stalled brand for growth.
Project:
VPay rebrand
Company:
Avenue
Role:
Creative Director
Year:
2016
VPay was a leading provider of B2B electronic payments for the health and auto insurance, home and auto warranty, and workers' compensation industries. The company secured a $76 million funding round from FTV Partners in 2016, but faced stagnating growth and heightened competition. VPay needed to recast its positioning and identity as the market leader it truly was.
I worked directly with the client, leading them through a charrette to align on a new positioning and developed a new brand identity, website, brand guidelines, and go-to-market creative executions.
