Fuego

The Situation

Develop a new name and brand around new on-demand pay Earned Wage Access (EWA) product for the restaurant and hospitality industry in time for product launch/go-to-market (GTM)

Fourth was developing a new product that needed a public facing name and brand

The new name was to be developed to work with their most successful product - HotSchedules

The new product was scheduled to GTM within 4 months of initial contact with ShakeWell

Product naming impacted every aspect of the aggressive timeline: legal, compliance, marketing, and sales components of the GTM plan

Product messaging and a website was also needed

Development of product went full steam ahead, delaying the GTM was not an option

Our Approach

Get Creative

Assessed the challenge ahead, set a timeline to tackle and solve the problem

Performed market and competitive research to identify industry and market position

Researched, developed, and delivered a new name and brand identity for the product including logo, tagline, and brand graphic guidelines

Executed due diligence around potential domain name and trademark conflicts

Identified, defined, and developed messaging for use with marketing and sales materials including website, digital media, print collateral, sales support materials, and live events

The Results

Slam Dunk!

Delivered a new product name - Fuego - within time and budget that helped the client move forward with developing and launching a GTM ready product on schedule

A new, exciting name and brand that would resonate and could compete strongly in the EWA industry

Created a new brand identity with a new logo, and brand graphic guidelines

Established new domain name and filed for applicable trademark service class protection

Delivered brand messaging that would later be used for product, marketing, and sales materials incl. the digital app, the Fuego Visa Card, card program materials, website, tradeshow booth, webinars, flyers, posters, stickers, sales support collateral, etc.

Task

Develop a new name and brand around new on-demand pay Earned Wage Access (EWA) product for the restaurant and hospitality industry in time for product launch/go-to-market (GTM)