OneMain Financial provides personal loans and insurance products to customers with limited access to traditional lenders, such as banks and credit card companies. Seeking to expand its business while providing more value to an underserved community, OneMain decided to offer a credit card. The new card would reflect the company’s commitment to empowering its customers to reach a better financial future. DeSantis Breindel partnered with OneMain’s leadership to launch the new credit card, which we named BrightWay. Our brand strategy for the card was built around the idea of “Step Up Together” – suggesting that with the new credit card, and the support of OneMain, customers could enhance their financial flexibility and control. A visual system, including the credit card itself, utilized a distinctive loop element to suggest the inevitable ups and downs of life.

The creation of a stand-alone U.S. district energy company, the result of a spin-off from Canadian-based Enwave, required an entirely new brand, including a new name. Facing an eight-week deadline for the launch of the U.S. business, we created a new name, CenTrio, that reflects both the centrality of energy to customers and the company’s three core offerings: heating, cooling, and energy. It also suggests the “trio” of benefits the company offers: reliability, sustainability, and cost-effectiveness. The brand strategy offers a deeper value proposition than just delivering energy solutions; it communicates that CenTrio empowers clients to deploy the savings generated from its solutions to achieve their mission. This empowerment idea is captured in an inspiring rallying cry, “Discover the Freedom to Do More,” that encourages prospective customers to see CenTrio as more than a utility.Explore full case study: https://www.desantisbreindel.com/work/centrio/

E2open is a world leader in supply chain management software. Following several acquisitions, the company’s brand had become disjointed and even confusing. The advent of the COVID-19 pandemic supply chain disruptions underscored the vital importance of the company’s solution – but also highlighted the need to communicate its value proposition in a more compelling, easily understandable manner. The company’s new brand, launched earlier this year, has helped to clarify the benefits of the company’s solutions. The new visual brand reflects E2open’s emphasis on visibility and transparency. A bespoke iconography system and distinctive photographic standards give the company great flexibility in presenting its solutions with clarity. Following brand training, we activated the new brand through a wide range of communications, including presentations, templates, a brand film, a trade show booth, and environmental graphics.