Westergaard took a step back and found the key. Rather than just a typical redesigning campaign, we repositioned the very concept of power. Rather than the electricity that one could be hooked up to (if things go awry …), we grasped hold of the construct that financial choices can be empowering. This dovetailed to many of the core program benefits — saving time and money, earning CD-like rates on free checking, and free ATM fee refunds nationwide. All of these major benefits summarize taking control of ones’ finances and making decisions that result in personal empowerment.

Using a simple contrast within a font family, headlines were crafted that offered double meanings — Power Checking is … = Power Checking is … to help drive home the empowerment message.

The visual campaign design used minimalist, brand-centric imagery that not only simplified and set off the message but also echoed the core bank brand (which is key as the business underwent a name change just a year ago). The overall campaign was composed of a variety of print and online ads, in addition to statement stuffers and in-bank promotionals.

Repositioning assignments can be empowering in their own right. Many times they come with several elements cast in stone. The thinking behind a campaign can be an intriguing problem solving exercise. In the end, a brand must be boiled down to it’s very essence — power in this case — in order to see how you can can add or subtract elements to cast your message in a new light.