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Cash Plus is an entrepreneurial franchise company and a fun one to work with. And they're an interesting sort of casebook example of a long term client relationship in action. Long term in this case begins in 1996, the year the current owners of Cash Plus, Inc. purchased the stagnant franchise company from its founder.

Since then we've done all sorts of things to help the company grow (and, not trivially, survive several recessions that knocked out many competitors).

One of the keys to success in franchising is branding, which is where we'll begin.

Franchising is about systems, sure. But ideally it's about living systems that can change and adapt over time. Same with our branding work for Cash Plus. We created our first legless Cash Plus Guy in 2002 for the 2nd Cashaway™ Sweepstakes customer reward and charity giveaway. He was part of a long term strategy to inject elements of fun into the Cash Plus business system. In 2005 our Guy got his legs and in this "standup" form (5' tall in actuality) now graces all Cash Plus stores across the country. Along the way, an ever-growing extended family has joined in the mascot fun on posters, print ads, TV commercials and a wealth of other marketing tools...including the huge banner we designed in 2010 for the side of a franchisee's newly relocated store in Florida. You can read a little of our original mascot's early history on the Cash Plus corporate website's mascot page.

      

 

 

 

 

 

 
 
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Not long after we designed the several forms of the Cash Plus logo, we produced this Brand Handbook to document the correct way to use the core branding elements. Since then we've created an Exterior Graphics Handbook for signage and store appearance and a number of specialized training tools in both video and printed form.