Brand Design PortfolioReachel W. Bagley

Portfolio Directory

Direct Mail Message TestingBrand DesignConsumer Insight ResearchUsability Centered Web Design

Direct Mail Message Testing

Hierarchical Values Map

Pro

duct

Att

ribut

esP

rodu

ctB

enef

itsC

usto

mer

Ben

efits

Cus

tom

erV

alue

s

Reducedpaperworkacctg time

Accuratetimely

information

Save moneycut costs

Increasedpurchasing

power

Accessible/helpful support

Cash flowexpense

management

DiscountsFree Stuff

Respond quickly

ProductiveLess time on

acctg

Profitablebottom line

management

Sense of control

Cash flow flexibility

Ability toGrow

Peace of mind

SecuritySelf

esteemMake a

difference

businessservicesnetwork

rewardsprogram

webself service

controlsreports

robustreporting

revolvingcredit

lowinterest

universally accepted

card

businessprotectionservices

Results

Brand Design

Verb

al

Vis

ual

brand name

core

Turn the promise of

e-procurement into productivity.

Historical Brand Design

logoslexiconsupporting

integrate

fast

paperless

controlstreamline

productivity

handsfree

GE CPS

vPayment

Inconsistent messageTechnical:“In the weeds”AbstractEmotionally detached

Verb

alV

isu

al

brand name

GE ConsumerFinance

vPayment

core

Payment Control

New Brand Design

logoslexicon

payment

accuracy

exact

certain

approval

authorize

supporting

Single Focus: Payment Control

– Assumed• speed• acceptance• productivity• compatibility• enhanced data

– Own one concept in the mind of the consumer

Payment not purchase

Promotes category rather than product

Everything rolls up to payment control

Positioning

Target Audience Purchasing Agents-medium-sized business

Functional Benefit

Automated Transactions Accurate payments

Personal Benefit Productivity Empowerment/Control

Reason to Believe

GE History Patented technology

Tone Effective achievement Peace of mind

historical revisedCFO’s-large corporationseducation/government

Usability Centered Web Design

ProductivityCard.com

•Maximized screen real estate

•“Apply Now” prominence

•Direct login to Productivity Online

•Streamlined benefit communication

http://www.productivitycard.com

GEBusinessMarketplace.com

Maximized screen real estate“Apply Now” prominence

•Added interactive media

•All information now above screen fold

http://www.gebusinessmarketplace.com

• Significantly reduced use of text

• Minimized content highlights the key options

GoBinder Screen Real Estate Analysis

•Professional, corporate orientation

•Heavy copy, multiple click paths

GoBinder Site Redesign• Student

focused

• Single, focused click path

• Quantifiable reasons to believe

Market Segmentation Profiles

Sample Profiles

•Marketing to people rather than numbers

Consumer Insight Research

Visit the link below to view the Range Rover Market Research Studyhttp://www.reachelandrew.com/RangeRover/

Ethnographies were conducted in order to profile customer segments