"A merchant who approaches business with the idea of serving the public well has nothing to fear from the competition"

James Cash Penney

Clover Brand
Brand refresh of Clover
Clover Brand
Client
Fiserv
YEAR
2022
LOCATION
Sunnyvale, CA
USA
Service
Brand & Logo
Mission & identity
Challenge

Grow in the merchants’ mindshare

Despite Clover being #1 solution in the SME merchant space, it ranked 7th in brand recognition. Fiserv’s investment in this initiative pivoted in the hope that untapped growth was hiding due to the lack of audience awareness.

Goal

Update the brand of Clover

A new message and offerings narrative needed a bit of attention-grabbing new graphics. We wanted to keep true to the legacy without inventing anything new. We simply looked deeper within and uncovered existing stories that needed exposure and visual reenactments.

Result

Tap into Clover’s roots

With the invaluable help of HUGE creative team in the UK, and the steering from Clover Marketing and Design Leadership, a brand refresh of Clover using the concept of "growth" (inherent in the leaf venation from the existing cloverleaf archetype) was applied across all public-facing experiences, form web, marketing, social, user interface, hardware, and product packaging.

Final DELIVERIES

No items found.

Video

Early Explorations

No additional samples

Endorsements at

Fiserv

Collaborator
Birgitte Rasine

Fiserv

Thought leadership & strategic content marketing

Birgitte

Rasine

In life, as in work, it's the people who matter. It's the relationships. The connection. The chemistry. The experience of working and collaborating with another human being, whom you can call a friend and have lunch or dinner with, and have plenty to talk about besides work. David is one of those warm, wonderful human beings you'd follow to the ends of the Earth to work with. Goes without saying he's also a consummate professional and passionately committed to his craft. He's the real deal.
Peer
Chris Crawford

Fiserv

Global Creative Director, Creative Services

Chris

Crawford

I’ve had the enormous pleasure of working alongside Dahveed for several years as he led the Clover brand team. He has years of brand experience and brilliant design sensibilities, a keen eye for detail and a strong work ethic. He demonstrated leadership with heart and passion for the work and, more importantly, people. I’ve no doubt about his ability to raise the level of creative development and leadership wherever he chooses to go.
Peer
Randall Makiej

Fiserv

Director of Brand & Content

Randall

Makiej

David is a fun AND effective brand creative. He’s hands down one of my favorite creatives to work with because he’s open, thoughtful, and collaborative. As a leader he makes a point to elevate great ideas, with attribution, and thereby support the growth of his team. He turns ideas into systems that are actionable and extend the power of the brand for everyone who touches it. Did I mention he’s fun? Video calls with David brightened by day, literally, and I’d be happy to do it again and again.
Manager
Jay Harlow

Fiserv

VP of Design

Jay

Harlow

David is an inspiring design leader who brings his infectious passion, keen eye for detail, and love of craft to every effort, big and small. He's an empathetic manager and a natural team-builder, whose reports at Clover deeply valued his guidance and mentorship, and frequently referred to his team as a family. I'd recommend David to any organization looking for a creative spark who can infuse their design team with camaraderie and joy.
Direct Report
Anthony Cangelosi

Fiserv

Lead Product Designer

Anthony

Cangelosi

David was my manager at Clover for almost 3 years. I quickly came to realize he is a design leader who brings a wealth of experience, an understanding on how and when to push creative boundaries, and has the personal skills that allow for teams to grow and foster fantastic working relationships. As a manger, I can honestly say he's been at the top of my list. He is an extremely well-rounded designer that any company big or small would benefit from immensely.
Collaborator
Kimberly Demkovich

Fiserv

Product Marketing Manager

Kimberly

Demkovich

It's a pleasure to work with David. He is always a game creative partner, who brings solutions to the table after careful thought, communicates feedback well, and deftly pulls off new projects and collaboration with strapped resources and budget. I've learned much about brand experience in packaging, hardware, software, and marketing through David's leadership at Clover. I would jump at the chance to work with him again!
Direct Report
Nicole Portantiere

Fiserv

Associate Communications Designer

Nicole

Portantiere

David is a fantastic manager and person. He created a tight-knit, easy-going team that was a joy to work within. David helped me see my strengths and weaknesses, and I grew so much as a designer under his leadership.
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