WeStreet Brand Launch

We developed a staged rollout for the WeStreet brand launch campaign. It began with the announcement to our employees, creating excitement and advocacy. We knew that once members learned of the change, our front line staff would be the first to hear about it, so having them excited and positive about the change was crucial to member acceptance.

The second stage was a teaser stage to create buzz in the market, which it did, including earned media like a Reddit thread asking if anyone knew what the announcement was. As well as an article in the Tulsa World about the mysterious billboard.

And the final stage was the reveal, where we completed the cryptic message of "You + Us = WeStreet". It completed a two month long rollout and positioned the new WeStreet brand front and center in the marketplace.