Off a fresh rebrand that combined five legacy brands, Versapay was at a pivotal growth stage. The charge was clear from our CEO—go big and establish the Versapay brand in the minds of our ICP and partners. The result was our Mind the Gap campaign.

Prior, Versapay had relied heavily on stock photos and generic imagery. I wanted something unique and ownable. Having worked with the amazing John Keatly in a previous project, he was my first call to do a bespoke photo shoot.

From there I brought on Phinney Bischoff to help with conference creative strategy. They worked with my internal creative team to come up with the Mind the Gap direction and extend across digital and environmental touch points across Las Vegas.

The result was a record bookings run for our major conference season and a significant increase in brand recognition across our ICP and partner ecosystem.

My role

As VP of Brand and Content, I drove the brand strategy and provided executive creative direction.

Team

Stephanie Haworth, Creative Director

Joe Crawford, Sr. Copywriter

Jewel Bolasco, Designer

Phinney Bischoff, agency creative partner

Series A, media partner