FICO
Creative Direction – Shawn Petersen
Strategy – Amanda Beemer
Design – Taliessin Schuszler, Tina Roach, Erin McCarthy
Producer – Katherine Bovee
“FICO, like your FICO Score”
– various client stakeholders, describing where they work.
Founded in 1956, FICO is a pioneer in the field of analytics software.
Today, they help thousands of businesses make better business and customer decisions across millions of transactions. FICO’s technology is interwoven through every aspect of everyday life – when you open a credit card, get a car loan, refinance your mortgage, or even make a purchase that seems out of line with past spending behavior, FICO is likely facilitating the transaction in some way.
Despite this storied history, FICO is best known today for their consumer-facing credit scoring product, the FICO Score.
After successfully collaborating on a small data visualization project, FICO reached out to our team for a brand system that would help the B2B side of the business reclaim their rightful place as an innovator and market leader in their space.
Like The Tech, we kicked off this project with a robust discovery process including workshops to familiarize ourselves with the brand and get the inside scoop from subject matter experts.
Through this process, we uncovered an incredibly complex product architecture and several schools of thought about how best to structure it.
This spreadsheet helped us wrap our heads around how dozens of products mapped to FICO’s different lines of business.
After learning more about FICO’s core business and customer needs, we we able to organize FICO’s 90+ offerings within a clear, customer-centric framework.
Our brand architecture proved so effective that FICO restructured its internal organization around the four core domains identified by the strategy.
