We worked with Scotiabank to name and launch a new automotive financing product. Based on insights gained from dealer interviews and other sources we developed and tested a variety of concepts. Each included a positioning statement, name, logo and collateral materials. We developed a communications and marketing plan incorporating promotional/marketing materials as well as a paid media plan, media and public relations components and a direct mail campaign. Consumer point-of-sale materials were also part of the package. The brand we developed and helped launch was a major success, with results exceeding the expectations of both Scotiabank and its partner, AmeriCredit.