We built this new credit card brand from the ground up. We created the new name, logo, tone of voice, and market positioning. Most new financial brands stake out a position of either convention or disruption. But our project was guided by the need for nuance — to project true innovation AND a solid, trustworthy foundation.
No surprises. No Stress.
For most people, thinking about their credit score is a stressful affair. So a lot of our creative exploration focused on finding ways for the brand to make learning, signing up, and servicing an account simpler, and dare we say, more fun.