The topic of mobile banking doesn't typically get the creative juices flowing, so when financial tech company Chime unveiled its recent brand refresh, I was pleasantly surprised to find a new visual identity brimming with personality. It's no easy task to transform a brand in the finance field into something comforting, accessible and fresh, yet Chime's visual revamp disrupts the trends of corporate conformity to deliver a refresh that radiates playfulness.
When we look at the best rebrands across the years, a crucial element is ensuring that the brand's unique essence isn't lost. By refining key features of its existing identity, Chime's new visual identity is an embodiment of its progression – a triumphant evolution that never loses the brand's spirit of empowerment.
