Braintree
Accept anything.
Braintree's code lets companies accept mobile payments of just about any type, all around the world.
We were tasked with rebranding and launching Braintree in the US, UK, and Australia, with work that would entice entrepreneurs and software developers. Getting entrepreneurs to listen wouldn't be that hard, but devs hate pretty much everything about #brands, and would be much harder to reach.
At the time, I'd just completed General Assembly's three-month coding bootcamp — so I was uniquely qualified to work on something like this.
Out of Home
We used a combination of subway station takeovers, billboards, and street-level print to reach people in startup communities in NYC, SF, Chicago, London, and Sydney.
Code Commands
We had murals painted in tech-heavy parts of NYC, SF, and Chicago to reach devs. Each one highlights a specific benefit of Braintree as a command devs might enter in their computer's terminal. If the end of that last sentence made no sense to you: good! This was only meant for devs.
We transformed the covers of a London daily paper into an ASCII-art newspaper, complete with short articles, infographics, and even a crossword puzzle.
Code for Coffee
We extended the Code Command concept by teaming up with a couple local cafés and making riddles with secret passwords that only someone with coding knowledge could figure out, #CodeForCoffee
Case Studies
As part of our appeal to entrepreneurs, we interviewed the founders and developers of a few select startups to hear how Braintree helped them grow.