U.S. Bank needed to create a consistent look for its WorldPerks VISA brand, communicate the brand with clarity, and differentiate it from competitors. First, it was necessary to determine their Brand Strategy. We guided a team representing U.S. Bank, its agency, and Northwest Airlines in developing the WorldPerks VISA Brand Essence, defining the brand from the customer’s point of view. This provided the foundation for Brand Strategy development, and brand identity and communication efforts.
Engaged with:
US Bank
- Darla O’Donnell, Senior Vice President, Loyalty Co-brands
- Ann Hathaway, Sr. Vice President, Small Business
- Nancy Patton, Vice President, Group Product Manager
- Kate Burda, Sr. Product Manager, Portfolio Management
- Donna Carlson, Sr. Product Manager, Acquisition
- Phil Daugherty, Sr. Product Manager
- Alyssa Arrendondo, Product Manager,
- Rebecca Peterson, Product Manager, Check Card
- Mary Foss, Product Manager, Portfolio Management
Northwest Airlines
- Robyn Zeller, Sr. Partner Manager, WorldPerks Marketing
- Paul Long, Partner Manager, WorldPerks Marketing
Agency 11
- Tom Wilson
- Bob Goebel
- David Whitman