CLIENT NAME: CREDIT ACCEPTANCE
Driving possibility
THE ASK:
Even though Credit Acceptance had been the leader in subprime auto financing for more than 50 years, the company was experiencing a bit of an identity crisis. They had a strong internal culture. And a purposeful mission focused on improving the well-being of credit-challenged Americans by extending them the trust and respect they deserved—along with the credit they needed—to get into the car they wanted.
Unfortunately, their brand no longer reflected what they had become or where they were headed for the next 50 years. Fortunately, they asked L+ to grab the wheel and reintroduce a more modernized Credit Acceptance that aligns more closely with who they are and their vision for the future. Who they were on the inside was not reflected in how they were perceived on the outside.
INSIGHTS
You are not a FICO score
Through our InsideOut Transformation process, we conducted B2B and B2C primary research and internal design thinking sessions and here’s what we discovered:
- Credit Acceptance viewed credit-challenged consumers as more than a FICO score—they saw a person with possibilities.
- Dealers not only needed financing to help them fund more deals and put more people in cars, they also needed a partner to help them build trust, dependability and value with greater ease.
- L+ created a new Master Brand platform, “Driving Possibility,” that included a new, more modernized brand identity, along with a brand architecture to reflect its business transformation and longer-term commitment to helping dealers, consumers and team members achieve their highest potential.
THE IDEA
A bold, new Credit Acceptance? We made it possible.
In a sea-of-sameness, Credit Acceptance needed to present themselves as the auto financing leader. We created a distinct look that is bold, colorful and powerful. We set a tone of voice that is unapologetically grounded in honesty, authenticity and grit. Our photography style portrays down-to-earth, relatable dealers and consumers. The result was a campaign that rewrote the language of the category.
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DESIGN
Building blocks that bring it all together
Creating an extensive design system for all communications and usages gives the brand its uniqueness and allows for easy consistency. Elements taking from the logo were expanded and used to create visual mnemonic devices; allowing the brand to be recognizable even without the logo.
IMPLEMENTATION
Driving possibility across all media
We started where it all began—with dealers—and developed a go-to-market, omnichannel campaign that included a new website, digital, social, email, and sales materials to meet business and marketing objectives.
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