The Challenge
Rebranding is more than introducing a new logo — it's replacing an identity customers already recognize. Mine Financial needed to transition from the Fizz brand to Mine with a campaign that made the new name impossible to miss. The launch required multiple creative variations, premium placements throughout New York City, and the flexibility to adapt as campaign details evolved. The objective wasn't simply to advertise a product. It was to establish a completely new brand identity in highly visible urban environments.
Our Approach
Building Visibility Around a New Identity
We built the campaign around large format jumbo posters, giving Mine's new identity a bold, consistent presence throughout each market.
Coordinated Multi-Creative Installation
Rather than repeating a single design, the campaign featured seven unique creatives installed in a planned sequence across each wall, creating a cohesive visual installation.
Strategic Neighborhood Targeting
Installations focused on neighborhoods where Mine's audience lived and worked, including Soho, Lower East Side, Williamsburg, Greenwich Village, East Village and key Midtown.
Extending the Campaign Beyond Posters
Custom sidewalk decals inspired by Mine's debit card design reinforced the new identity while adding another street level touchpoint.
The Results
The New York campaign successfully introduced Mine's new identity across some of the city's busiest neighborhoods while generating content for the company's own marketing channels.
Following the success of the initial launch, Mine expanded the campaign to San Francisco only weeks later, creating a consistent visual presence across two major markets during one of the company's most important brand milestones.
"The team has been spotting the posters in the wild already!"
— Brand Marketing Team, Mine Financial
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