12 years ago, Chime completely re-imagined banking, by putting people first and offering services that were fair and accessible. Chime needed to grow up their brand in order to reach new, more aspirational segments and compete with big, traditional banks—without losing their cultural relevance. To do so, they partnered with JKR to redefine what financial progress means and looks like today.
Chime enabled millions of members to take small steps forward with two simple tools—a card and an app. So the identity was built around these two essentials—transforming them into portals that open up worlds of financial progress. The evolved brand honors their history and key signature assets, while introducing a whole new design system, fully ADA compliant color palette; custom typefaces that convey trust and stability, complemented by pictograms that are intuitive, friendly, and expressive.
