Theory worked with First Data to help launch their product, Pogo, in both channels. The challenge was to create a branding architecture that would work in both a future retail market as well in the business to business market. In addition, Pogo would be competing with
an established early market leader, Square, in the minds of consumers. The solution was
a vibrant, colorful voice for Pogo that would create engagement and establish a value proposition that would pigeonhole other products as “just” a credit card swiper.