Acorn Finance
WE’RE ALL BORROWERS
As Director of Brand for Acorn Finance, a SaaS fintech startup prioritizing on-the-spot financing for homeowners, and growth for contractors suddenly able to offer it, I developed positioning and voice for both audiences, cohered as a shared ally. Inverting the traditional supplication of borrowing and overwhelm of facilitation into power moves for both the provider and the customer reinvents not just how lending works, but what it means. When the one who wants the work and the one who wants the work done can both feel confident stretching scope, relationship builds, too.
This rallying cry manifesto declares a run on the banking monolith of uncertain approval and oppressive rates, flipping the vulnerability of borrowing into an affirmative act to create a wanted way of living.
We take up our customers’ cause as a reckoning, normalizing financing and championing its ownership as a justice overdue.
We also join the battle with our contractors, embracing simplicity as sense, not sale. Busy, skeptical and disinclined to push or be pushed, contractors succeed only through the trust they earn from their customers and invest in their partners. It’s not enough to one-up a deal, if there’s no backup to see it through.
Aligning with this relational emphasis and showing up to help as a matter of fact and fidelity unites belief in us with belief in their ambition.
The clarion call of a frontline friend to both key audiences unifies our core benefit of more choosable financing, and our purpose in making it possible. Unlike mercurial, profit-mouthing alternatives, we don’t shortchange the emotional liability of loan-seeking. Rather than bark our way into a dog fight over today’s rates, we open the way to a future worth fulfilling.
A landing page for curious contractors makes process clear and outcomes credible, intuiting concerns to prove advantage through allegiance.
(Registrations soared after launch.)
A targeted email campaign elbows contractors who gave up on financing, saying the quiet part out loud to show we know what’s been miserable and why it doesn’t have to be that way. We connect them firmly and familiarly with our resident contractor expert, who’s lived their challenges and can personally walk them through the fix. When they respond, their experience reflects what we’ve emboldened them to expect.
BRANDING, WEB, EMAIL