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Driven Analytics had built this amazing app Maintain, helping car owners take an active role in caring for their car - but were having trouble monetizing it. At the time I met the team, they had pivoted to a more B2B model selling to credit unions who can use the app to help make indirect customers, direct. They needed a new B2B brand they could use to approach these credit unions.

How do you make selling loans cool?

  My strategist and I aimed to create a brand that credit union reps could get behind and would actually want to use to help convert new members.

Enter: Pinion, a more sophisticated and aspirational brand to its sibling, Maintain. This led to a complete overhaul of the parent company and its two brands.


A smaller gear designed
to connect larger gears.

The brand is personal,
sophisticated and efficient