Travelbank logo white background.png

TravelBank Case Study

User and Competitive Research | Brand Strategy | Style and Content Guidelines | Branded Content Direction and Oversight | Writing and Editing | Executive Coaching

TravelBank

As a business travel and expense reporting startup, TravelBank helps small- and medium-sized businesses incentivize accountability.

GOAL: Develop a robust verbal framework to match a strong visual identity.

BRANDING: VCG kicked off research and discovery at TravelBank’s multi-day offsite and moved forward with competitive analysis, audience and user research, and content auditing. Using these findings, we created a new verbal identity that married company goals, consumer needs, and competitive positioning.

CONTENT: We used the new brand to develop TravelBank’s first branded content initiative: a 13-page DLC guide to improving internal travel policies including landing page and social ads. Additionally, we wrote and updated site copy, case studies, and internal decks.

COACHING: We were happy to provide executive coaching for Head of Design Katie Mentus, and helped her prepare to deliver a keynote speech at TravelBank’s Altitude conference in Las Vegas.

Deliverables

  • Research Deck, Content Recommendations, and User Personae

  • Style Guide, Content Guidelines, and Brand Strategy

  • Branded Content, Site Content, Case Studies/Interviews, and Decks

  • Executive Coaching

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“We had a really good handle on our digital identity, but we didn't really have any expertise in brand positioning or verbal branding, or anyone thinking holistically about messaging. It’s a really big part of branding, and was one of the biggest reasons we reached out to Rachel. She helped with that so much, and was really able to plug in, act like an extension of our team, and help find the right parameters for us.”

-Katie Mentus, Head of Design

 

RESEARCH AND DISCOVERY

Takeaways from interviews with TravelBank clients.

Takeaways from interviews with TravelBank clients.

Findings from user/competitive research and internal auditing.

Findings from user/competitive research and internal auditing.

 
Psychological language analysis of App Store and site copy.

Psychological language analysis of App Store and site copy.

Keyword visualization and frequency.

Keyword visualization and frequency.

STYLE GUIDE

Comprehensive style guide for all verbal brand pillars.

Comprehensive style guide for all verbal brand pillars.

Voice and tone characteristics for primary audiences.

Voice and tone characteristics for primary audiences.

TravelBank tagline and description.

TravelBank tagline and description.

Positioning statement used for PR, developed from internal value prop.

Positioning statement used for PR, developed from internal value prop.

 

BRANDED CONTENT/SOCIAL ADS

Content and promotion for TravelBank’s first ever long-form/DLC content campaign: a 13-page guide to improving internal travel policies, including landing page and social ads.

Content and promotion for TravelBank’s first ever long-form/DLC content campaign: a 13-page guide to improving internal travel policies, including landing page and social ads.

 
TravelBank Social Sample 1.png
TravelBank Social Sample 2.png
TravelBank Social Sample 3.png
 

SITE COPY/CASE STUDIES

Writing and IA/information flow for About Us page.

Writing and IA/information flow for About Us page.

Interviewing, structure, and writing for OnRamp case study.

Interviewing, structure, and writing for OnRamp case study.

© Visible Consulting LLC 2019