To boost its market position and differentiate offerings, a large credit card issuer had recently developed a new strategic direction. The goal: to create awareness of its new positioning statement across all employee and consumer touch-points and stimulate excitement about the company.

The Kessler Group executed a comprehensive re-branding campaign that integrated brand standards across all communication channels, including all employee communications, direct mail, fulfillment and lifecycle mailings, and customer-facing Web sites.

The campaign raised awareness of the company's new brand and value proposition in the minds of employees and customers. It also won regional award recognition with a first-place Northern California Compass Award for an internal communications program from the Public Relations Society of America, and a first-place Sabre Award for employee communications, recognizing superior achievement in branding and reputation.