RevUp brand strategy and naming

Brand strategy

The brand strategy for RevUp was designed around activating a revenue stream for the parent company, La Vida Homes. This deposit program needed to funnel leads into La Vida Homes, appealing to those who don't immediately qualify for finance.

My job was to strategise a brand that aligned with the La Vida brand, increasing leads with a multitude of opportunities: increased sales, new audience acquisition, team growth, social media growth, recruitment, etc.

Audience insights were especially vital as well as brand persona work and brand hierarchy thinking.

Naming

With strategy approval, I worked on name concepting, presenting four options with rationales and a bunch more extensions to each stream of thinking. The team landed on RevUp.

Rationale for Revup:
This name is very active. There is an energy to it that matches the urgency the audience is feeling when they embark on this journey. They are motivated to make change and this name almost feels like an affirmation. In the same arena as 'level up', 'woman up', 'fair bump, play on.'

"Have you heard of RevUp? You get an app and someone who checks in with you as often as you want."

"RevUp was the beginning of us getting approved."

Brand essence

The motivation to get your finances in order. Level up and start now.

the brand story

This is your story. Not just this, your whole damn life. Each step along the way writes a richer, deeper, more exciting chapter. You're ready to make your mark and nail home ownership. This is the part where you RevUp and get your deposit sorted. It's a destination where you uncover how to do it, not just why.
A place for insider tips; a knowledge upgrade; tech that tracks the money moves you make.

Oh, and a personal hype-up (aka an actual person who's in your corner and in the know, giving you all the knowledge you need). It's where you find a flow with your finances and a road to your new home.
This is where you make it happen. And it starts now.

Headline messaging

Your secret weapon
You found it right here, let's RevUp
Who said money moves can't be chill, easy, and hurdle-free? Nope, not us Smart, savvy, and appy
Hell no to the unexpected. We're all-expected, all the time
So transparent you'll call us Casper
Make money moves towards your deposit
Red tape is not in our DNA
Red carpets, yes. Red tape, nope
Homeownership hacks
You've got new home fever
You've been searching floorplans, Pinterest, designing the dream in your mind .... This program is your next step
Unlock insider tips and tricks
Kick your goal/plans into overdrive
Fast-track your new home

Website copywriting

Of course this strategy extended into website copywriting which I wrote after the brand strategy and key messaging were approved.

Get in touch to review the full strategy work, I’m happy to give you a run through.