Known in the Outdoor Power Equipment (OPE) industry for two decades as a leading provider of consumer financing solutions, Synchrony Financial (formerly GE Capital Retail Finance) debuted its new name and logo in conjunction with its initial public offering in July 2014. The company also communicated a bank name change earlier this summer to Synchrony Bank from GE Capital Retail Bank to OPE manufacturers, dealers and customers. Synchrony Financial (NYSE: SYF) recently launched a national media and branding campaign across print, broadcast and digital media, and out-of-home advertising.
The new name and brand campaign were developed based on extensive research with key stakeholders to gather input on their views of the company and its value proposition and offerings. The definition of synchrony is “a state in which things happen or move at the same time.” To represent the company’s alignment with its business partners, customers and employees, all working in sync, the Synchrony Financial logo features gold pillars in a stylized “S.” The corporate color palette of grays and gold delivers a balance of strength, stability, warmth and openness.
“While our name is new, our company has an 80-year history of financial stability, experience and operational excellence,” explained Toni White, chief marketing officer, Synchrony Financial. “We have not strayed from our core foundation, which is based on the deep partnerships we establish with our clients. The name is now Synchrony, but rest assured nothing else has changed — especially our ongoing commitment to serving your consumer retail financial needs.”
Introduced as part of the new brand campaign, the tagline — Engage with Us — emerged from the research process and confirms the company’s view that every interaction with its partners and customers represents an opportunity for Synchrony Financial to engage with partners and help grow their business. Together, the brand attributes create a memorable identity that’s unique to financial services today.
Synchrony Financial worked with Interbrand to develop its new branding, and Ogilvy & Mather is the agency of record for its corporate advertising campaign.
“We chose to symbolize our commitment to our partners by featuring two hands in synchrony with one another…working together to create something great,” said White. “Our campaign represents how Synchrony Financial collaborates with its partners at the deepest levels with the understanding our business is about people first. We are focused on helping our partners grow their business through analytics, technology and financing programs, which help build loyalty with their customers.”
The new brand campaign launched September 22, and is supported by advertising across multiple channels, including print ads in national and trade publications; TV commercials on cable news and sports programming; airport advertising; and digital ads across multiple properties. Visit www.synchronyfinancial.com to learn more and view the associated brand assets.
Synchrony Financial will be participating at the 2014 Green Industry & Equipment Expo (GIE+EXPO), which will be held Wednesday, Oct. 22, through Friday, Oct. 24, at the Kentucky Exposition Center in Louisville, Ky. In addition to exhibiting at GIE+EXPO, Synchrony Financial will serve as a sponsor for the show’s Thursday night concert in downtown Louisville at Fourth Street Live! Members of the Synchrony Financial team will be at GIE+EXPO to interact with and learn more about manufacturers, dealers, landscapers, contractors and customers.