Project

Creative Strategy
Brand Design
Brand Guidelines
Seasonal Campaign

Situation

Tango Card were in growth mode. Expanding their offering beyond gift cards and rewards into payments. My team was tasked with uncovering what made them standout and refresh the brand to make room for the future.

Action

My team observed that the category was full of technologies and product offerings but lacked soul. Surprisingly so. After all, the end user was all smiles.

We set out to drive differentiation through emotion. Yes, the tech was robust. Yes, Tango’s product offering was vast. What struck us was that we could deliver those checklists with a smile.

Result

Scalable joy was the answer. Small moments. Big moments. The brand balances lively color, a variety of smiles and accents that are a chef’s kiss in hard working moments. The rebrand literally brought a smile to the client’s face.

Project

Holiday Campaign Lookbook

Situation

Tango came to us to expand on the core visual language to create a special moment during a peak time of gifting.

Action

My team developed a lookbook full of holiday cheer and the giving spirit. Wrapping paper ad labels anchored the brand in the season and an expanded set of smile icons created a connection to the core brand.

Result

The seasonal campaign kept the Tango Brand fresh and top-of-mind.