TravelBank

As a business travel and expense reporting startup, TravelBank helps small- and medium-sized businesses incentivize accountability.

GOAL: Develop a robust verbal framework to match a strong visual identity.

BRANDING: Rachel kicked off research and discovery at TravelBank’s multi-day offsite and moved forward with competitive analysis, audience and user research, and content auditing. Using these findings, she worked together with leadership to create a new verbal identity that married company goals, consumer needs, and competitive positioning.

CONTENT: Rachel used the new brand to develop TravelBank’s first branded content initiative: a 13-page DLC guide to improving internal travel policies including landing page and social ads. Additionally, she wrote and updated site copy, case studies, and internal decks.

COACHING: Rachel was happy to provide executive coaching for Head of Design Katie Mentus, and helped her prepare to deliver a keynote speech at TravelBank’s Altitude conference in Las Vegas.

DELIVERABLES

Research Deck, Content Recommendations, and User Personae
Style Guide, Content Guidelines, and Brand Strategy
Branded Content, Site Content, Case Studies/Interviews, and Decks
Executive Coaching

“We had a really good handle on our digital identity, but we didn't really have any expertise in brand positioning or verbal branding, or anyone thinking holistically about messaging. It’s a really big part of branding, and was one of the biggest reasons we reached out to Rachel. She helped with that so much, and was really able to plug in, act like an extension of our team, and help find the right parameters for us.”

—Katie Menus, former Head of Design

RESEARCH AND DISCOVERY

Excerpts from interviews with current TravelBank clients. Quotes inclued phrases like, "I haven't started using it for travel yet because the multi-city search function has not come out yet."

Takeaways from interviews with TravelBank clients.

A snapshot from an LIWC analysis of App Store and site copy. A behavioral analysis categorizes the voice as Type A, Persuasive, and Power-driven. It's thinking style is more of an analytical decision maker." There is also an analysis of social copy.

Psychological language analysis of App Store and site copy.

A page of selected insights and takeaways. This includes text like, "In the T&E space, when things are going perfectly, customers don't notice them."

Findings from user/competitive research and internal auditing.

A word cloud highlighting the most-used words on the site. Larger words include "expense," "business," "travel," and "travelbank."

Keyword visualization and frequency.

STYLE GUIDE

Comprehensive style guide for all verbal brand pillars.

The tagline is "Work on the fly" along with a description of how it was chosen. It represents the mentality of the users and speaks to the utility of the app as well as the dual meaning of being a portable solution while literally on a flight.

TravelBank tagline and description.

Voice and tone characteristics for primary audiences.

A PR boilerplate positioning statement. The first line is, "TravelBank is a modern business travel management platform that uses a proprietary algorithm to predict travel costs and build budgets with real-time pricing."

Positioning statement used for PR, developed from internal value prop.

BRANDED CONTENT + SOCIAL ADS

The landing page for TravelBank's first ever DLC content campaign. Headline: Build a travel policy where everyone wins." and a prompt to download a free guide.

Example of social marketing for the DLC campaign. A man in sunglasses with a backpack and a woman in sunglasses holding a suitcase and a purse walk under columns. Text: "Happy road warriors + happy clients = more revenue."

Example of social marketing for the DLC campaign. Two unseen people sit at a table for a meal, one of them is on their phone. Caption text: "The secret to spend less + keep staff"

Example of social marketing for the DLC campaign. The image is a shot of a budget and travel tracking app. Text: "Your T&D policy can boost employee satisfaction and drive revenue without breaking your budget."

Content and promotion for TravelBank’s first ever long-form/DLC content campaign: a 13-page guide to improving internal travel policies, including landing page and social ads.

SITE COPY + CASE STUDIES

The "About Us" page from the TravelBank site. The headline reads, "We're business travelers, too." and goes on to explain the company's purpose and philosophy.

Site copy and IA/information flow for About Us page.

A case study from the TravelBank site featuring the client ONRAMP.

Interviewing, structure, and writing for OnRamp case study.