“Mythic Proportions takes client relationships incredibly seriously. No judgment. No agendas. Just dreaming what could be! They are all HEART! Trust me when I say the outcome you will achieve will exceed expectations in ways you could never imagine!
We hired Mythic Proportions to bring life and purpose to our new product category - prepaid cards. They took our vision of “loving our consumers well” to the next level. It was like they could read our hearts and put that into real action. They are the first ones I think of (and call) when I want to radically change my product, marketing, or business’s storyline. The. Very. First. Ones.
Whatever business or personal goal you might have – trust me, they will make it happen for you.”
– Vice President, Strategy & Transformation, Aventiv Technologies
Aventiv Technologies, the parent company behind paySupreme comes from a culture of engineers and technical expertise with nearly 300 patents under its belt.
Years ago they had developed a secure payments system software. They were a product in search of a customer. They found that customer in government municipalities.
Think of PayPal or Venmo with much higher levels of security. Their system is primarily used for paying a lawsuit settlement, child support/alimony, or sending money to a loved one’s commissary.
Majority of these payments are made using prepaid debit cards, purchased to manage these transactions through the company’s payment apps.
The challenge was to introduce their own prepaid debit card, give customers a 30% cash-back benefit and provide a few extra dollars a month for savings or discretionary income.
With most of their experience in B2B (or B2G), they knew this approach had to be different. It needed to be consumer-first.
First, we immersed ourselves in research to learn about who we were serving, along with understanding other factors that affect their everyday lives. We discovered a number of key insights.
Insight #1:
87% of family members that shoulder the financial burden when a loved one is incarcerated are women, usually the matriarch of a home.
But, who is caring for the matriarch? Who looks out for the women who are looking out for so many in their darkest moments?
Insight #2:
72% of families with an incarcerated loved one live on a combined household income of $25,000 or less.
The average commissary deposit is $250 per month. A huge burden on a very thin budget. These families are pressured to find additional funding to support this monthly expense.
Insight #3:
Research from Freakonomics revealed that 15% of lottery players consider it their retirement plan and believe it is their only hope for a better financial future.
With that mindset, our audience is willing to “bet” 6-10% of their income for this hope.
Even with a 30% cash-back benefit, why would anyone need a new debit card in 2020? The barrier to entry is a steep ask for an audience in a desperate and stressed situation.
These insights amplified a need to emphasize their mission around hope. This pivot allowed us to repurpose their original cash-back benefit into a more significant act. We created an unprecedented scholarship & financial grant giveaway program that celebrates dreams and brings hope to communities that need it most.
Putting their why at the center completely reprioritized their focus from product-serving to serving consumer-first.
They say it’s always darkest before the dawn.
It’s easy for someone outside to say there is always hope.
It’s more difficult to believe it when you need it most. When someone is always depending on you. When someone always needs a piece of you.
When you need faith, but sometimes the fear just weighs too much.
We’ve got faith in you.
We see how amazing you are.
You are on the verge.
We want you to see the potential
because we see potential in you.
You’ve got some things in the works.
You are close.
You’re On The Come Up.
paySupreme.
With mission and strategy aligned, the next opportunity was to recreate their online presence. From customer awareness to grant management SaaS, and custom social app, our goal was to hero and celebrate a community that won grants, showcasing their dreams.
When this hits critical mass, the families and communities affected by incarceration will experience hope with more than two $50k grant winners per day and over 60 each month. That’s a lot to celebrate.
Brand Design Principles
Foundation:
Rooted in reality – Our customers’ lives have been disrupted. As the keystone of the family, she maintains a quiet calm and hides the layers of stress and conflicting emotions from her family to present a strong demeanor.
In Living Color:
Color plays a significant role through the brand identity. The idea of capturing the fullness of the brand by one color is too restrictive and inappropriate.
Our paySupreme matriarchs are the primary influence and the most steady presence to their families, loved ones, and communities. They truly are a light, in the midst of dark times. We leverage color to accentuate the positive influence they bring to every connection and evokes an optimistic mindset.
Messaging:
It’s not just what you say, it’s how you say it. paySupreme supports our matriarch and prioritizes messaging with calls-to-action. All messaging must start with answering the question, “Why?” We must project a sense of proactivity, empowerment, and encouragement.
Photography:
Embrace hope & celebrate dreams. Highlight real people via documentary-style photography is essential. Aspirational and accessible. Real people in real moments. Candid, never posed. The overall vibe delivers hope and hustle. The images should evoke feelings of victory and accomplishment.
Typography:
Words become images. The brand font must do two things. It must be be clear and honest, synonymous with the mission and integrity of the brand. and it must be expressive.
Each headline is custom built to convey the dynamic fun and excitement inspired by culture, of gaming, gambling and lottery.
Deliverables
Brand Strategy
Creative Direction
Identity Design
Platform and Tagline
Copywriting
Marketing
GTM Strategy
Campaign Strategy
Social Media Content
Special Thanks To:
Aventiv Technologies Chief Executives & Communications Leadership
The Client
Richard Thaler
Daniel Kahneman & Richard Tversky
Jonathan Haidt
Freakonomics
For the Inspiration