Product and Brand Expansion Financial Sector

Consulted on a Canada-wide expansion to new consumers and developed a product for the financial technology space. They had begun developing a new online product with a different name and new target market. I had done target research to create a marketing plan. The new product was not associated with their flagship brand, so they wanted to know if they stay with the flagship or the new product as a stand-alone brand. Not including their flagship with a loyal consumer base would have been creating a whole new brand and product with no brand familiarity, more risk, and more costs. So I recommended launching the new brand with the flagship associated. Soon enough, there were billboards with "Eva by WFCU Credit Union" popping up, and their online presence, along with apps, was launching. The other part was expanding their physical services with new locations. I've tracked this campaign even after my consultation. Along with Eva, new services have opened in other cities, named ECU by WFCU Credit Union. My recommendations to maintain the flagship association with new products and services still hold to this day.