Atlanticus fills an important niche in financial services by serving people who have been held back by their credit scores, and who find that most of the solutions they can obtain don’t serve their needs. The company was seeking to grow by introducing the Imagine® Visa® targeted at a new, younger demographic and needed a brand that would stand out and draw attention.

Atlanticus needed to appeal to a young, tech-savvy audience by clearly distinguishing the Imagine® Visa® brand from competitors with similar offerings. In a marketplace where it can be very difficult to differentiate based on product features, this was a significant challenge.

The brand also had to complement Atlanticus’ existing offerings while being flexible and adaptable, to enable Atlanticus to offer other Imagine® financial services in the future.

The client highlighted the importance of Tenet’s ability to get up to speed quickly. “The team’s attention to detail and industry knowledge were valuable to us. We didn’t have to educate them on how the market works and what we do – they already had an appreciation for how our niche worked within the financial services space.”

Tenet’s research uncovered opportunities to set Imagine® apart by expressing forward-looking optimism and empowerment, with a strong, youthful identity that connects with the life journeys of those looking to make a fresh start and build for the future.

Crucially, the team recognized that the brand must rely heavily on personality and visuals. While Atlanticus had important advantages including a strong technology platform, an extended financial services ecosystem and the ability to encourage credit-building behavior through incentives, these were not enough on their own.

The brand personality and positioning were based on attributes rooted in humanity and the aspirations of Imagine® cardholders: responsible, caring, confident and fresh. Imagine® is positioned as an empowering stepping stone to financial wellness that is more than access to affordable credit.

The visual expression employs a wide, panoramic viewpoint that suggests a connection to the customer’s whole life, using kaleidoscopic shapes, a full color spectrum and photography that is more expansive and vibrant than competitors. The instantly recognizable angled, interleaved graphic shapes provide flexibility and scalability while creating a strong link to the brand.

Imagine® Visa® launched in early 2023 with a direct marketing campaign, a website – – and the Imagine Financial Center app. The strength and uniqueness of the visual identity is immediately apparent when users see it – something truly different in the financial services industry.

Headquarters 11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036
212 329-3030

Kansas City
San Francisco

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