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MyRichUncle was the first student loan company to publically renounce the lending industry's punitive
terms and high-pressure sales tactics. They accused college financial aid offices of unethical practices,
sparking an industry-wide investigation by New York State Attorney General Andrew Cuomo. They were brash,
aggressive, and intent on revolutionizing the student loan industry. Our challenge from a communications perspective was to recast this aggressive and sometimes antagonistic personality as a consumer brand – one that |
tempered the company’s trademark boldness with a spirit of optimism
that would connect emotionally to students and their parents. The solution was a reworked visual identity and a new tag line: “Now you have options,” which focuses on student empowerment and choice. In conjunction with this rebrand, we developed print ads, radio spots, point-of-purchase displays, brochures, direct mails, and online marketing. Over the period of our engagement, MRU’s revenues increased over 700%. |
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