Conn’s needed a financing program that did more than approve purchases; it needed to restore confidence. Built for credit-challenged customers who were used to hearing no, we created Yes Money, a bold, optimistic sub-brand designed around one powerful promise: “We say yes when other stores say no.” From the name and identity system to in-store messaging and mass media, every element reframed credit as empowerment and invited a new audience to engage with Conn’s. The response was immediate, driving record traffic that crashed the website on launch day and a stock surge from $3.80 to over $80 per share, turning a simple financing program into a brand of belief.