Our approach was a mix of qualitative understanding of the audience and a quantitative, data-driven testing model to validate our identity choices. We created a range of brand expressions and names that we tested through digital advertising, measuring actual behavior vs. opinion. This research gave us supporting evidence and led to our final expression, the Access Arrow logo, the name Deserve, and a holistic brand identity.
The new brand identity, name, voice and tone guidelines, characteristics and attributes we created clearly resonated. In the year we launched, Deserve earned the highest share of voice score (34%) compared to all competing student credit cards. In 2018 it remains at 28%, in an even more crowded market. Credit card applications for Deserve cards went up 200% among young adults and students. It was this success that led the company to raise $50 million in capital to continue growing.
Increase in applications
Category share of voice
“Our mission is to provide access to fair credit to deserving but underserved populations.”