A 100 year old, new FinTech company redefines its relevance
How do you leave behind a legacy that’s no longer relevant?
Nearly anyone who’s written a check knows the name Deluxe. Which is the problem – fewer people are using checks. Deluxe had worked steadily over the past several years to expand its financial offerings beyond checks with a new portfolio of technologies and services for financial institutions – many of which were built or acquired as stand-alone products.We were asked to help make their brand, product portfolio and marketing relevant to and ready for today’s financial customers.
Breathing life(cycle) into a product portfolio
To overcome existing perceptions, we had to understand them. We led competitive research and interviewed stakeholders, customers, and industry analysts to glean insights and opportunities. We found that people knew and trusted Deluxe with their customer data – they just didn’t know Deluxe offered a new, expanded portfolio of FinTech products and services.
We positioned Deluxe Financial Services as an integrated FinTech portfolio that spanned the entire customer lifecycle management of financial institutions, broken down into four easy to see and sell categories: Acquire. Onboard. Engage. Operate.
Redefining future relevance by reflecting on past relationships
Building upon 100 years of Deluxe brand equity, we retooled the brand to make it relevant and contemporary. First, we developed a brand personality and tone of voice that captured Deluxe’s working relationship with its clients. Collaborative and trustworthy. Inventive and practical. Expert and confident. But never the ‘know-it-all’. We crystallized this into their new key brand message: “Deluxe helps financial institutions turn relationships into revenue.”
Visually, we brought this to life with an identity system based on the Deluxe “D”. We called this new identity “The Connection Steam”—because it characterized the inter-connected relationship between the people, products, technology and services that all work in harmony to manage customer data and move banks’ customer relationships forward.
Research + Insights
Brand Strategy + Positioning