Clear / Naming and Voice

The promise of this EZPass for airport security was—well, clear, but prospects got bogged down in questions about the operations and screening process. And the original name, Verified Identity Pass, suggested the very security quagmires the product was designed to sidestep. The brand needed a name that overshadowed the FAQs with a blindingly simple promise, and the voice needed to be friendly and approachable—in stark contrast to the typical airport experience. All brand communications led with the tantalizing end benefits: open lanes, less hassle, time saved.