Pathward

After selling the “Meta” brand to Facebook, MetaBank approached Edelman to develop a new name. We saw a larger opportunity to transform the company.

On day one, we reimagined the assignment from a simple “name change” to a full-scale transformation. We created a new brand: Pathward — an articulation of how the company facilitates upward paths to success for their partners, clients, and ultimately the underbanked and underserved. We crafted a new brand positioning, story, identity, messaging, campaign, and website that unified all marketing and communications. Our employee experience team ensured the new brand was embraced internally and provided a new North Star for the company culture.