Banks have always advertised to nuclear families looking to buy a house, a second house, a boat, or some other thing that stopped being relevant 30 years ago.

Instead Chime wants to make banking work for the everyday American living in the 21st century. Something that isn’t boring, can all be done on your phone, can get you paid earlier. The things real people are looking for.

So we made Chime, more Chime-y: all about easy financial freedom, portals to progress that painted different realities. The brand moved with fluidity and was expressive. It was financial branding that didn’t suck. It was energetic and relatable and it made Chime feel like a bank that was ready to get you where you needed to be.