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: Rachel 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, she worked together with leadership to create a new verbal identity that married company goals, consumer needs, and competitive positioning.
CONTENT: Rachel 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, she wrote and updated site copy, case studies, and internal decks.
COACHING: Rachel was 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
“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 Menus, former Head of Design
RESEARCH AND DISCOVERY
Takeaways from interviews with TravelBank clients.
Psychological language analysis of App Store and site copy.
Findings from user/competitive research and internal auditing.
Keyword visualization and frequency.
STYLE GUIDE
Comprehensive style guide for all verbal brand pillars.
TravelBank tagline and description.
Voice and tone characteristics for primary audiences.
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.
SITE COPY + CASE STUDIES
Site copy and IA/information flow for About Us page.
Interviewing, structure, and writing for OnRamp case study.