Save and Invest with Chip
Synopsis: Chip is a savings and investment app designed to grow wealth with intelligent tools, using technology to make saving and investing accessible to everyone.
The business is an ambitious fintech challenger to the big banks, and is already winning awards including British Bank Awards: Best Personal Finance App 2022 and Finder Awards: Best Savings Provider 2023.
Challenge: Chip approached us at a pivotal moment in their journey. Having gained market recognition as a saving and investing platform, they needed to evolve the overall tone of the brand to appeal to a new and more mature audience of 30-45 year olds, financially stable, not looking to ‘get rich quick’ but start making bigger financial decisions to build a future for themselves and their loved ones.
Insight and idea: Chip’s ethos, ‘to build wealth for our generation’ was something they wanted to bring to life in the visual system and communicate across all platforms. The idea of representing meaningful growth was our starting point for the work, to capture the trust of its desired new audience.
Expression: The result is a flexible visual system which grows and compounds the same way money does – this becomes a robust, adaptive device which can be used to contain messaging and imagery across all of their communications.
The typography was influenced by editorial publications such as The FT and The Guardian, moving away from the friendly sans serif to a more sophisticated serif, aligning with the tastes of their mature audience, and making the brand experience feel more financially trustworthy.
The photography grounds the brand in authenticity, depicting real people in day-to-day environments, and highlighting Chip’s understanding of the personal drivers of our biggest and most impactful financial decisions.
The overall experience communicates financial expertise, ease of use and a return to the human aspects of personal finance.