Ebates Brand EnhancementWeb, Branding, UX
When I arrived at Ebates the brand had no consistency of voice, tone, message, design or code. My secret plan to achieve brand elegance through clarity was called “Ice Cream”. Why? Because calling it “End-to-end Brand Redesign” would have scared people, but everyone loves ice cream.
Ice Cream clarified the brand pillars:
• Trustworthy not tricky
• Earnest not snarky
• Savvy not cheap
• Mainstream not extreme
• Fun not stuffy