Making peer-to-peer payments everyday accessible. 

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Zelle

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Zelle is a peer-to-peer payment service partnering across over 150 banks to completely reinvent the way people send and receive money. When I joined the team, the new brand was fresh off a big burst in awareness after the first-year of launch. Strategically we needed to figure out how to move the brand beyond basic name recognition into more meaningful and relevant connections with users. So, we dug into the data, not only studying how people perceived the brand, we also built a narrative around how people were using Zelle as a service in their everyday lives. The result was highly differentiated and playful marketing that tapped into a wide variety of payment moments from rent to gift-giving to splitting a bill. 

 

Strategic activities included:​

• Brand equity objective definition & goal setting

• Brand identity updates 

• Creative strategy

• Creative briefing 

• Connections planning

• Audience definition and segmentation

• Journey mapping

• Message definition for contextual relevance

• Research testing & measurement consult

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Agency: Huge 

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