Completely rebranding a company is a challenge. Rebranding it to an entirely different industry -- where its reputation has already taken a hit -- is a fun challenge.

SquareTrade transitioned from an eBay buyer-verification service to selling electronics warranties, and they needed to make a splash. I built out and implemented a broad, multi-channel rebranding and marketing campaign, taking them from 2 Stars to a 4.5-Star rating on Amazon and increasing B2C email conversions by 15% in the first four months.

Then I raised the company profile with national TV coverage and spotlights on the Yahoo.com front page stories. Amazon approached us to directly integrate SquareTrade warranties into their checkout flows, leading to a $238 million investment cycle from Bain Capital.

In 2016, SquareTrade was bought by Allstate for $1.4 billion. The co-founders both personally thanked me for helping get them there.

SQUARETRADE | DAY 1

I captured a screen of the SquareTrade.com main landing page on the day I started in 2007.

I felt we had a few opportunities for improvement.

SQUARETRADE2.0 | REDESIGN

With a new design team and my content strategy in place, we implemented those improvements, delivering a professional-looking business with a compelling message to convey.

As a product, consumers tend to distrust warranties, seeing them as a necessary evil... when they're even seen as necessary at all.

With that in mind, I crafted several rotating campaigns focused on the service aspects of the business, with messaging strategies designed to build up trust in how SquareTrade would treat you as a customer.