Having been at Check Into Cash for some years, I decided to try and breathe some new life into their store and online collateral with a character named Sam. Using an illustration like Sam instead of a stereotypical depiction of what CIC thinks a customer looks like
allowed the customer to project themselves directly onto the figure, becoming closer to the product and
brand. The new illustration was a great tool because it helped speak to all levels of consumer, regardless of race, sex,
income-bracket, or education, without alienating any one segment, or trying to appeal to too broad a
consumer group with the use of racially analogous stock photo models.
The use of illustration also brought a sense of levity to the serious financial products and the sometimes
disparaging situations of consumers in a way that was caring and assuring, in contrast with basic stock imagery
that passively addresses the sensitive subject of income and loan services